The challenge for nontraditional media is demonstrating its reach and effectiveness through
credible, independent research. Consumers must be favorably affected in some way to justify
the marketing expenditures. But there will always be room for creative means of placing the
brand in front of consumers, as occurred with McDonald’s’ alternate-reality game called “The
Lost Ring.”40 “Marketing Insight: Playing Games with Brands” describes the role of gaming in
marketing in general.