McDonald’s Revives Online Game to Promote Fish Sandwich

It’s back and it’s better than before.

McDonald’s is out once again with an online game promoting its Filet-O-Fish sandwich during Lent. In “Shark Bait II,” players compete against hungry sharks to see who wants McDonald’s Filet-O-Fish sandwich more at http://www.filetofish.com.

New this year, players can "sharkify" themselves by creating a personalized shark avatar and choosing facial expressions, body shape, clothing and a name for their shark. In addition, gamers can choose from 12 geographical locations to compete against friends or neighbors. Users will also be able to share their avatars on MySpace.

Visitors can watch a video of how the Filet-O-Fish sandwich is made and download desktop backgrounds, chat icons and iron-on transfers from the site.

The game, which targets young adults, also lets gamers text and receive a code that allows them to unlock a new level, a feature offered last year.

The online game is part of an integrated campaign, which also includes Spanish and English language TV and radio spots, outdoor ads and P-O-P.

Customized banner ads support the game. The ads recognize where the consumer is playing, and once clicked, open a window of the game with a personalized message.

Wideye, Moroch Partner's interactive division, developed the Web site.

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