Contagious Magazine | Fairies and Dragons

Here at Contagious, there are certain things we’ve been banging on about for ages. The idea that the agency of the future should be looking less to marketing messages and more to the development of intellectual properties to secure their place in an increasingly competitive industry. The rise of connected products - objects that have an existence in the real and digital worlds, like Nike+ which is both a sneaker and a website. The creation of sustained narrative relationships as opposed to the quick, sad hit of a one-night stand. The increasingly blurred lines between content and advertising.

Every now and again, a story comes along that is all of these things. Step forward Ottawa’s Fuel industries, who this week announced the start of a partnership with McDonald’s. The alliance will see characters developed by Fuel appearing in McDonald’s Happy Meals as both a toy, and a CD-ROM to bring each individual character to life in the digital space. How’s that for connected? Contagious caught up with Chief Creative Officer Warren Tomlin to get the low-down.

(Full Story: Contagious Magazine | Fairies and Dragons)