Dallas-based Moroch Partners launched a bilingual, interactive gaming site for McDonald's centering on the Filet-O-Fish and Double Filet-O-Fish sandwiches today.

The online game, titled "Shark Bait," is part of an integrated campaign to remind consumers about the year-round availability of the Filet-O-Fish Sandwich and the limited edition Double Filet-O-Fish Sandwich. The campaign includes Spanish and English language television and radio spots, rich-media banner ads, outdoor and point-of-purchase displays.

The object of the game is to save your Filet-O-Fish Sandwich from swimming sharks. The top 50 player's scores from around the country will be displayed ongoing while game "codes" to circumvent levels can be accessed by passing the link along to friends, taking a survey or through successfully completing levels.

"We are continually seeking ways to connect and engage consumers across their lifestyles," said Rob Boswell, President and COO of Moroch. "The Filet-O-Fish gaming initiative is a great example of spreading marketing programs across multiple media platforms. It reflects an insight about the consumer and an understanding of how to use a medium."