New Controls Added in Wake of Previous Scandal

MCDONALD'S BRINGS BACK BIG BUCK GAMES

New Sweepstakes to Offer Cash, Cars and Celebrity Meets

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CHICAGO (AdAge.com) -- Eighteen months after McDonald's Corp. swore off sweepstakes following a scandal involving employees at its former promotions firm, the
After a $24 million scandal, McDonald's is back in the game.
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fast-food giant is set to roll out a new game later this month.

Called Winning Time, the instant-win game, which starts March 25, was created specifically for McDonald's. The game offers a grand prize of $100,000 in cash, and other top prizes including Corvettes, a Winnebago and meetings with celebrities.

$24 million stolen
In 2001, federal investigators broke up a crime ring that stole $24 million in prizes from its "Monopoly" and "Who Wants to Be a Millionaire" sweepstakes. The ring's mastermind was Jerome Jacobson, the former director of security for Simon Worldwide's Simon Marketing, which developed the game concepts. Mr. Jacobsen pleaded guilty to conspiracy and mail fraud in April 2002.

The new game's more than 7,500-word official rules spell out verification, disqualification and other ominous warnings, illustrating how vigilant McDonald's has become since the scandal. Theres even a clause that covers acts of war.

New controls
"Every single step in the process has been reviewed and had some added control applied to it," said Neil Golden, vice president of U.S. marketing for McDonald's. "We have, right now, a situation where no single entity is going to control the process."

The company has dedicated internal and third-party teams that now audit and monitor activities of every phase of the game's execution.

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