McDonald's Hong Kong hunts for Dim Jack to promote new McNugget sauces

McDonald's ‘The hunt for Dim Jack' is largely committed to digital communications.

The project is released in three phases. The first phase is dubbed ‘Catch me if you can'. Office Mak is introduced this year to track Dim Jack down. Through teaser TV commercials and viral videos on YouTube, Dim Jack hijacks a truck filled with the new McNugget's sauces. People can become friends with both Dim Jack and Officer Mak on Facebook to track the progress of the hunt.

Dim Jack has also left handprints in retail outlets and the MTR subway stations. He will be driving the stolen sauce truck unexpectedly in busy areas of Hong Kong. Consumers can photograph and upload evidence trails left by the sauce burglar to the website to ultimately win 365 days worth of free McNuggets.

The campaign also banks heavily on guerilla marketing with the support of local radio station CR2. Popular DJs and Dim Jack will be randomly visiting McDonald's restaurants to broadcast live activities.

More than 1,000 people have befriended Dim Jack on Facebook within 24 hours of the campaign's launch. "This campaign has really been built around engagement and relying on the big idea to drive sales, and I am excited with the consumer engagement we have received so far," said Anisa Tio, assistant marketing director at McDonald's Hong Kong.

Dim Jack was introduced in 2005 by DDB to boost sales on McNuggets. ‘Dim' is the word for ‘dipping' in Cantonese. This year is the fourth generation of the campaign. DDB, Tribal DDB and OMD are the agencies behind the project.

"The McNuggets promotion was passed on from person-to-person, raising significant awareness - bringing the brand closer to consumers in a more inclusive manner than traditional media," said Richard Thomas, president and CEO of DDB Hong Kong and Guangzhou.

Credits:
Project The Hunt for Dim Jack
Client McDonald's Restaurant Hong Kong
Creative agency DDB Group, Hong Kong
Executive creative director Jeffry Gamble
Creative team Frankie Fung, Jay Lee, Joe Wong, James O
Planner Johan Ostlund
Account servicing Irene Tsui, Gladys Chin, Annie Ma, Tom Wong
Digital agency Tribal DDB, Hong Kong
Executive creative director Tim Cheng
Creative team Tammy Foo, Dido Chow, Nic Lam, Ray Law, Sean Chan and Tony Wong
Account servicing Dickson Mok, Stella Yiu
Media agency OMD
Production company Hyena Films
Director Lee Chun Chung
Exposure Television, print, outdoor, online, in-store, below-the-line