On HappyMeal.com, the children's gaming site of McDonald's, McDonald's has made an announcement about a new version of this site (the HTML title is after all Happy Meal 3.0). In this world children can meet each other, chat, watch videos, dress up their avatar, above all play lots of games.In a contest children can suggest a name for this world and then vote on it. At the moment they can choose between ScaddImon (a mixture of McDonalds letters), McD Zone, McDonaldLandia, McIsland, McWorld (of which the last is winning and the .nl domain name is still free too.) There's also a link to the physical McDonalds: who enters a code from a Happy Meal box or bag, or other products, can gain exclusive items.
Future Vision by Erwin Van Lun on this article
This is how brands realize brand worlds’ that are furnished by consumers, their fans. Those brands are only made stronger by this.