Dark marketing n. Discreetly sponsored online and real-world entertainment intended to reach hipster audiences that would ordinarily shun corporate shilling. McDonald's is the latest mega-brand to adopt this paradoxical promotional tool, with an alternate-reality game called The Lost Ring, nearly devoid of golden arches.
Via Wired Magazine's Jargon Watch
The example of dark marketing cited by Wired is MacDonald'sThe Lost Ring.
A few month ago I had the pleasure of attending this year's New Yorker Conference and meeting Jane McGonigal (a pioneer in the area of ARGs and one of the creators of "The Lost Ring") after her talk on gaming and virtual worlds. Here's video of that presentation.