Brief Explanation

How do you get people to become excited about the impending launch of new Chicken McNugget dipping sauces? By creating some drama around the situation – and letting people become involved. In “The Hunt for Jack the Dipper,” our audience was recruited to help the heroic Officer Mak in his efforts to track down the villainous Jack the Dipper, and recover a stolen truck of soon-to-be-released dipping sauces. Over six weeks, participants interacted with our characters, both online and in the real-world, leading to a highly-successful launch of the sauces in-store, and driving new levels of engagement with the McDonalds brand. In “The Hunt for Jack the Dipper,” our audience was recruited to help the heroic Officer Mak in his efforts to track down the villainous Jack the Dipper, and recover a stolen truck of soon-to-be-released dipping sauces. Over six weeks, participants interacted with our characters, both online and in the real-world, leading to a highly-successful launch of the sauces in-store, and driving new levels of engagement with the McDonalds brand.