McDonald's Corp. has introduced a new Web site in connection with its sponsorship of a high-school all-star basketball game that shows highlights of former players, including those who became the
game's greatest stars. The site gives users the chance to see players like Michael Jordan, Isiah Thomas and Shaquille O'Neal perform their feats of basketball magic when they were still in high
school. McDonald's has organized the game since 1977 to benefit Ronald McDonald House charity. "[There were all] of these assets that we had and hadn't really leveraged," said Michon Ellis, senior
manager of marketing communications at McDonald's and director of the All American game. "[The old site] gave you the information, but didn't really give you the full-fledged experience of the
tradition of the game and all of the people who have been involved with the game in some capacity." To make the site more attractive to younger users, music with a driving beat was added, as were
flash graphics and a font that evokes an urban style. An online free throw game also is in the works.
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