When it comes to traditional marketing, McDonald's has been a steadfast believer in over-the-top branding, putting its name on everything from a Monopoly contest to action heroes from the latest Hollywood blockbuster. But the brand has taken the exact opposite approach online, preferring a low-profile gambit for its sponsorship of the Beijing Olympics.

Rather than creating a branded environment for gamers to play in, McDonald's, with the help of AKQA, instead built an online game that only identified the brand in the terms of service agreement.

Christened "The Lost Ring," the alternate reality game was meant to give a mysterious and hip feel to a brand that is typically known as all-American.

"I think finding out that it was McDonald's was kind of a big shock for everyone," Geoff May, a player in Ontario, told The New York Times. "Obviously it's McDonald's, and not everyone likes them. Personally, I don't mind as long as we don't get products forced down our throat. If we're getting McDonald's meals sold by characters, it's going to be hard to suspend our disbelief."

To bring its message to gamers like May, Mary Dillon, global CMO for McDonald's, said it's important for the company to strengthen its bond with today's global youth culture.

"Above all, we want to be credible, authentic and respectful to this new audience," Dillon said.

While a cool, low-intensity branded game may be just what today's young people want, Dillon is also betting that a surprise real-world payoff set to take place in conjunction with the August 24 closing of the Beijing Olympics could pay huge dividends for the brand.