(creative concept + mechanics design + chinese copywriting)MCDONALDS BURGER BATTLE
The BriefRe-launch the 3 previous special menu items - -the Shogun Burger, the MegaMcPepper and the Ebi BurgerThe ConceptEngage all Hong Kong people in the fight of their favorite special menu burger –The Burger BattleThe GameCustomers who bought one of the three special menu items were given a gamecard. This game card entitled them to territory on a virtual map of Hong Kong.Once they had claimed territory, burger fans could attack other territories, anddefend their own. By purchasing more burgers, players could received extra gamecards – entitling them to upgrades for their virtual attack and defence.The best performing players stood to win prizes from a pool that included LCDtelevisions, mobile phones, pre-paid credit cards, and McDonalds vouchers.ref: http://www.ddbi.com.hk/Awards/DigitalMediaAwards2010/mcd/burgerbattle/
The BattlefieldEvery customer could claim aterritory on the Hong Kong map
The FightBy implying the simple “paper,stone and scissors” mechanicsthat every Hong Kong peopleshould know, the participantsshould fight to make sure theyown a territory by the end of thegame period.
The Result83,954 registered players337,270 game cards redeemed350,189 battles foughtOver 3 million burgers soldThe recognitionSilver, 2010 Kam Fan Awards(Integrated: Best Integrated Campaign)Bronze, 2010 Kam Fan Awards(Digital: Gaming (online))
(Creative Concept + Social Media Management + Chinese Copywriting)MCDONALDS JACK THE DIPPER
The Brief McDonalds Hong Kong briefed us to launch a new range of special dippingsauces to accompany their Chicken McNuggets.Several years ago, we had created a character for them called Jack theDipper (known as Dim Jack in Chinese.) This character had been the face oftheir previous dipping sauce advertising, on print and TV.Our challenge was to build excitement around the new range of dippingsauces, by bringing Jack the Dipper back in a fresh and unexpected way. Wewanted people to become involved in our campaign, and with the new rangeof dipping sauce. So, we used social networks to our advantage.
The Idea"Catch Dim Jack" started with a viral video, showing the villainous Jack theDipper stealing a McDonalds delivery truck packed with Dipping Sauce, anddriving it through the streets of Hong Kong.This was followed by a public appeal from Officer Mak, a detective taskedwith tracking down Jack the Dipper. He asked the public to provide clues toJacks whereabouts, by snapping real-life photos of Jack and his stolen truckwith their mobile phone, or leaving clues at our campaign website.Over the campaign period, Jack drove the stolen truck throughout HongKong, and left clues in subway stations and McDonalds retail outlets.However, the most vital clues to Jacks whereabouts were given on hisFacebook page, as well as on Officer Maks profile page. OnFacebook, players could also ask the characters questions directly, and indoing so, gain even more vital clues. Within 24 hours of launch, more than1,000 people befriended Jack on Facebook.ref:http://www.ddbi.com.hk/Awards/DigitalMediaAwards2010/mcd/DimJack/
Dim Jack’s fans are actively engagedwith the character on facebook
Detective Mak’s friends will reportevery Dim Jack’s update to detectiveon facebook
Dim Jack hijacked online newschannel and challenge Detective Mak
The ResultWithin 24 hours of launch, more than 1,000 peoplebefriended Jack on Facebook.After one month, more than 8,000 unique Facebookusers were friends with Jack and Officer Mak.Collectively, these users sent our charactershundreds of messages every day.- Unit sales 13% above target- Incremental sales up by 8.2%- Guest count up 6.2%
(Creative Concept + Mechanics Design + Social Media Copywriting)VITASOY MOMENTEE
The ObjectiveTo encourage new product usage occasions outside of breakfast timeThe IdeaWe created 60 moment icons which corresponded to new usage occasionsWe offered consumers the chance to stand by their favorite Vitasoy Momentfor real by giving them limited edition MomenTeesIn phase 1, we create a “Like It! Get Your MomenTee” facebook campaign, askpublic to “like” their favorite moments. The most popular moments will beprinted on tee and reward to the lucky draw winnersIn phase 2, we launch a “Moment Riddle”, which let users to answer onesimple riddle every day about the moment icons, and win the MomenTeefrom lucky draw
Applyingdifferent socialmedia strategy inorder to keeppublic’s intereston social mediaduring the wholecampaign
The ResultNew fans 8,451Page view 117,709Number of votes on MomenTee 20,115Total active users (phase 1 + phase 2) 21,869The RecognitionBest Social Media CampaignMarkies Award 2011
(Creative Concept + Mechanics Design + Chinese Copywriting)3D MCNUGGETS DIP
The ChallengeMcDonalds Dip Jack promotion is one of the most popular programs inHong Kong and has been running for a few years. To avoid"promotional fatigue", a new way of engaging with consumers wasneeded to keep the promotion fresh and interesting.The SolutionUsing Augmented Reality (AR) technology, we created a 3D interactivegame where users could dip a virtual Chicken McNugget into dippingsauce, simply by waving a special game card in front of their webcams.For the “Do the Dip” game, McDonald’s customers were given a gamecard in store. A unique AR (Augmented Reality) code was printed onevery puzzle card. Users simply visited the McDonalds website, andpointed their cards at their web cam to access three challenge threedifferent mini-games. In these games, players could put their differentdipping styles to the test.
The ResultsIn its first month after launch, attracted more than173,000 page views, over 8,000 people registered onthe site and an astounding 30,000 game plays weregenerated.The RecognitionSilver, London International Awards 2009(Digital : Online Games)In Book, The Work 2010Official Honoree, Webby Awards 2010(Website: Restaurant)Bronze, Digital Media Awards 2009(Media: Media Innovation Award)Bronze, Longxi Awards 2009(Online : Best Use of Game - Single)
(Game Mechanics Design + Chinese Copywriting)VITA JUICE IT’S DEAD FRUITY GAME
By designing the best suicide machine for different fruits, participants successfully engaged toexperience how “dead fruity” Vita Juice are.
With the launch of McDonald’s Hello KittyEmoticon plush toys, a Hello Kitty messengerchatbot is established to interactive with allthe MSN friends
(Creative Concept + Blog Management + Chinese Copywriting)MTR LOVE OUR SITE BLOG
The MTR Club “Love Our Site” Blog is set upto communicate and interact the webrevamping process with club members
(Creative Concept + Chinese Copywriting + Event Mangement)VOLKSWAGEN CHALLENGE
The Volkswagen Challenge extend the publicengagement from online to outdoor. Winners ofonline game are invite to participate in the finalchallenge outdoor, supporters can even help boostup the game by sending supporting SMS.