Results and Effectiveness

McNuggets’ sale grew by +8.2% in just 4 weeks, retail visits by +6.0%. Within first day of launch, over 1,000 people befriended Jack on Facebook. Facebook fans base rapidly grew to over 8,000 in one month. Collectively, these users sent Jack and Officer Mak hundreds of messages every day. Our characters became friends of our audiences, with many participants engaged with them and talked to them on a daily basis. This helped built a deeper level of consumer involvement for our routine dipping sauce promotion, and with the McDonalds brand as a whole. Our consumers are loving it!

Creative Execution

'Catch Dim Jack' started with a viral video on social network and TV, showing the villainous Jack stealing a McDonald’s delivery truck, and driving through the streets of HK. A public appeal Officer Mak the detective was tasked to track down Jack. He asked the public to provide clues to Jack's whereabouts, by snapping real-life photos of Jack and his stolen truck with their mobile phone, or leaving clues at our campaign website. The reward was a year's supply of McNuggets for the best evidences collector. Over the campaign period, Jack drove the stolen truck throughout HK, and left clues in subway stations and McDonalds retail outlets. However, the most vital clues to Jack's whereabouts were given on his Facebook page, as well as on Officer Mak's profile page. Facebook users could ask the characters questions directly, and in doing so, gained even more vital clues.

Insights, Strategy and the Idea

McDonalds HK launches new dipping sauces every year to drive sales for their McNuggets. This year, a new range of special dipping sauces was launched. Our challenge was to build fresh excitement around these new dipping sauces to create consumer desire. We brought “Jack the Dipper” (Dim Jack in Chinese) back to town to help us deliver our objectives. As the face of the previous McNuggets’ campaign two years ago, Dim Jack was notoriously known to dip McNuggets’ sauces everywhere he could possibly reach out to, entertained consumers whenever his presence was. To engage consumers with our new dipping sauces, we invited people to become part of the “Catch Dim Jack” hunt. The campaign utilized TV, print, outdoor, roadshow, radio, online and social networks to stir consumer’s curiosity over Dim Jack’s stealthy moves and prompted people to assist Officer Mak to catch Dim Jack.