The Most Serious Game The McDonald’s Corporation in the 21st Century
Underperformance 1999-2002
Getting a Fresh Look <ul><li>Before </li></ul>After
[csr ad]
[emphasized salads]
Inspiration: America’s Army
Overview
Overview
Economics
Externalities
New Limits
One Limit
Game Over
Not a bug
Only one way to win <ul><li>Cut emissions by </li></ul>70%
Timely warnings
Timely warnings
New Ground Rules <ul><li>No deforestation </li></ul><ul><li>Reduce emissions 70% (no   “emissions trading”) </li></ul><ul>...
Zero Tolerance
Healthy Changes
 
CSR and ASC
CSR/ASC CSR / ASC
Confront the Contradictions
“ Old-school” CSR:    It can’t work
The Choice Is Ours
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The most serious game: Hoax presentation about McDonald's

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A hoax presentation from "McDonald's Interactive" brought the house down yesterday at the UK Serious Games Summit, where game developers met to discuss games that are intended to have positive social outcomes. The pranksters -- widely believed to have been the notorious Yes Men -- gave an increasingly provocative, funny and weird deadpan PowerPoint presentation on McDonald's putative interactive strategy. The presentation focused on the way that corporate practices contribute to global climate change.

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