"Catch Dim Jack" started with a viral video on social networks showing the villainous Jack stealing a McDonald’s delivery truck depriving consumers from trying the irresistible new sauces.Officer Mak then made a public appeal and quickly began recruiting consumers through Facebook in order to catch Dim Jack, whilst Dim Jack started to create his own team of supporters. The public began providing daily updates of Dim Jack’s sightings to Office Mak through his Facebook profile and on the "Catch Dim Jack" microsite, by snapping real-life photos and videos of Dim Jack, his traces in McDonald’s outlets and MTR stations for a reward of a year's supply of McNuggets. Traditional media was also used to capture the story of Dim Jack’s escape.In doing this, we not only captured an obsession, but brought to real life a demand from the public to rescue the new sauces from Dim Jack.

In 4 weeks, we beat sales target of 15 million McNuggets by an incremental 4 million units. To put this into perspective, our consumers had close to 3 McNuggets each during our campaign period. Our sales target grew +26% vs. 2009. McDonald’s retail visits were up by +6.0%.

In just 24 hours, +1,000 people befriended Dim Jack on Facebook and up to 8,000 in a month! The microsite had +170,000 views. YouTube had +9,000 views. +1,300 reports were uploaded from the public to Office Mak.

We revitalised McDonald’s routine McNuggets and provided a new avenue for growth through a deeper consumer engagement.