having gym class every period in school and eating McDonald's at every meal. In addition to planet Earth, McWorld ads featured children ruling school, space, and other arenas typically dominated by an adult hegemony; adults were portrayed as inferior and ineffective. Memorably, each spot concluded with the phrase, "McWORLD! Hey, it could happen!", as a guitar chord played in the background. One such spot won a Golden Marble Award in 1998. 2008 website McWorld was also the name of an interactive "virtual world" website launched by McDonald's in 2008 on happymeal.com and aimed at children. Visitors to the website could play games, go on quests, earn points and buy accessories for their tree houses and avatars (called "mPals"), including Fez the Monkey, Radish the Dog, and Yammy the Cat. The website shut down on February 7, 2014 and was replaced by McPlay. While the McWorld website bore some similarities to the ideas in the original McWorld campaign, such as children being in charge, it is an essentially distinct concept, created independently for a younger age group. McWorld was named by a vote of kids on happymeal.com. See also Big Mac Index Cultural globalization Golden Arches Theory of Conflict Prevention Jihad vs. McWorld, book by Benjamin Barber List of countries with McDonald's franchises McDonald's McDonaldization References Political neologisms World 1990s neologisms Economic globalization Global culture