The Brief

McDonald's Dip Jack promotion is one of the most popular programs in Hong Kong and has been running for a few years. To avoid "promotional fatigue", a new way of engaging with consumers was needed to keep the promotion fresh and interesting.

Creative Execution

Through Augmented Reality (AR) technology, we created the world's first 3D "Do the Dip" online interactive game. A special card was given away with every McNuggets meal, enabling consumers to hone their dipping styles wherever they go. A unique AR (Augmented Reality) code is printed on every puzzle card and consumers simply come to our local McDonald's website, and point their card at their web cam, and a virtual McNugget will be there for you to challenge three different mini-games, Fast Dip, Follow & Dip and Catch & Dip.

Describe the creative solution to the brief/objective.

Dunking your McNugget is a very personal thing. When analysed, everyone has a different strategy, technique or style. We decided to engage people by encouraging them to test their dipping skills!

Results

As McDonald's consumers are primarily working adults who love to experiment and try new things, the innovative 3D "Do the Dip" online game does generate impressive number of people registered and game plays. In its first month after launch, attracted more than 173,000 page views, over 8,000 people registered on the site and an astounding 30,000 game plays were generated.