The document provides summaries of several digital marketing campaigns for McDonald's and other brands in Hong Kong: 1) The "Burger Battle" game engaged over 337,000 players in a virtual territory battle to promote special burger menu items, selling over 3 million burgers. 2) The "Catch Dim Jack" campaign used a viral video and social media on Facebook to launch a new dipping sauce range, gaining over 8,000 Facebook friends. 3) The "Momentee" campaign for Vitasoy created icons for new product usage occasions and offered limited edition t-shirts to fans, attracting over 20,000 votes and active users. 4) The "3D McNuggets

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TAMMY FOO

2. (creative concept + mechanics design + chinese copywriting)
MCDONALDS BURGER BATTLE

3. The Brief
Re-launch the 3 previous special menu items - -the Shogun Burger, the Mega
McPepper and the Ebi Burger
The Concept
Engage all Hong Kong people in the fight of their favorite special menu burger –
The Burger Battle
The Game
Customers who bought one of the three special menu items were given a game
card. 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, and
defend their own. By purchasing more burgers, players could received extra game
cards – entitling them to upgrades for their virtual attack and defence.
The best performing players stood to win prizes from a pool that included LCD
televisions, mobile phones, pre-paid credit cards, and McDonalds vouchers.
ref: http://www.ddbi.com.hk/Awards/DigitalMediaAwards2010/mcd/burgerbattle/

4. The Battlefield
Every customer could claim a
territory on the Hong Kong map

5. The Fight
By implying the simple “paper,
stone and scissors” mechanics
that every Hong Kong people
should know, the participants
should fight to make sure they
own a territory by the end of the
game period.

6. The Result
83,954 registered players
337,270 game cards redeemed
350,189 battles fought
Over 3 million burgers sold
The recognition
Silver, 2010 Kam Fan Awards
(Integrated: Best Integrated Campaign)
Bronze, 2010 Kam Fan Awards
(Digital: Gaming (online))

7. (Creative Concept + Social Media Management + Chinese Copywriting)
MCDONALDS JACK THE DIPPER

8. The Brief
McDonalds Hong Kong briefed us to launch a new range of special dipping
sauces to accompany their Chicken McNuggets.
Several years ago, we had created a character for them called Jack the
Dipper (known as Dim Jack in Chinese.) This character had been the face of
their previous dipping sauce advertising, on print and TV.
Our challenge was to build excitement around the new range of dipping
sauces, by bringing Jack the Dipper back in a fresh and unexpected way. We
wanted people to become involved in our campaign, and with the new range
of dipping sauce. So, we used social networks to our advantage.

9. The Idea
"Catch Dim Jack" started with a viral video, showing the villainous Jack the
Dipper stealing a McDonalds delivery truck packed with Dipping Sauce, and
driving it through the streets of Hong Kong.
This was followed by a public appeal from Officer Mak, a detective tasked
with tracking down Jack the Dipper. 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.
Over the campaign period, Jack drove the stolen truck throughout Hong
Kong, 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. On
Facebook, players could also ask the characters questions directly, and in
doing so, gain even more vital clues. Within 24 hours of launch, more than
1,000 people befriended Jack on Facebook.
ref:
http://www.ddbi.com.hk/Awards/DigitalMediaAwards2010/mcd/DimJack/

10. Dim Jack’s fans are actively engaged
with the character on facebook

11. Detective Mak’s friends will report
every Dim Jack’s update to detective
on facebook

12. Dim Jack hijacked online news
channel and challenge Detective Mak

13. The Result
Within 24 hours of launch, more than 1,000 people
befriended Jack on Facebook.
After one month, more than 8,000 unique Facebook
users were friends with Jack and Officer Mak.
Collectively, these users sent our characters
hundreds of messages every day.
- Unit sales 13% above target
- Incremental sales up by 8.2%
- Guest count up 6.2%

14. (Creative Concept + Mechanics Design + Social Media Copywriting)
VITASOY MOMENTEE

15. The Objective
To encourage new product usage occasions outside of breakfast time
The Idea
We created 60 moment icons which corresponded to new usage occasions
We offered consumers the chance to stand by their favorite Vitasoy Moment
for real by giving them limited edition MomenTees
In phase 1, we create a “Like It! Get Your MomenTee” facebook campaign, ask
public to “like” their favorite moments. The most popular moments will be
printed on tee and reward to the lucky draw winners
In phase 2, we launch a “Moment Riddle”, which let users to answer one
simple riddle every day about the moment icons, and win the MomenTee
from lucky draw

16. Applying
different social
media strategy in
order to keep
public’s interest
on social media
during the whole
campaign

17. The Result
New fans 8,451
Page view 117,709
Number of votes on MomenTee 20,115
Total active users (phase 1 + phase 2) 21,869
The Recognition
Best Social Media Campaign
Markies Award 2011

18. (Creative Concept + Mechanics Design + Chinese Copywriting)
3D MCNUGGETS DIP

19. The Challenge
McDonald's Dip Jack promotion is one of the most popular programs in
Hong Kong and has been running for a few years. To avoid
"promotional fatigue", a new way of engaging with consumers was
needed to keep the promotion fresh and interesting.
The Solution
Using Augmented Reality (AR) technology, we created a 3D interactive
game where users could dip a virtual Chicken McNugget into dipping
sauce, simply by waving a special game card in front of their webcams.
For the “Do the Dip” game, McDonald’s customers were given a game
card in store. A unique AR (Augmented Reality) code was printed on
every puzzle card. Users simply visited the McDonald's website, and
pointed their cards at their web cam to access three challenge three
different mini-games. In these games, players could put their different
dipping styles to the test.

21. The Results
In its first month after launch, attracted more than
173,000 page views, over 8,000 people registered on
the site and an astounding 30,000 game plays were
generated.
The Recognition
Silver, London International Awards 2009
(Digital : Online Games)
In Book, The Work 2010
Official 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)

22. (Game Mechanics Design + Chinese Copywriting)
VITA JUICE IT’S DEAD FRUITY GAME

23. By designing the best suicide machine for different fruits, participants successfully engaged to
experience how “dead fruity” Vita Juice are.

24. (Chinese Copywriting + Conversation Design)
HELLO KITTY MESSENGER CHATBOT

25. With the launch of McDonald’s Hello Kitty
Emoticon plush toys, a Hello Kitty messenger
chatbot is established to interactive with all
the MSN friends

26. (Creative Concept + Blog Management + Chinese Copywriting)
MTR LOVE OUR SITE BLOG

27. The MTR Club “Love Our Site” Blog is set up
to communicate and interact the web
revamping process with club members

28. (Creative Concept + Chinese Copywriting + Event Mangement)
VOLKSWAGEN CHALLENGE

29. The Volkswagen Challenge extend the public
engagement from online to outdoor. Winners of
online game are invite to participate in the final
challenge outdoor, supporters can even help boost
up the game by sending supporting SMS.

30. (Creative Concept + Execution Management + Chinese Copywriting)
TAIPAN SNOWY MOONCAKE TVC

31. The TVC campaign aim to break people’s
misperception that “snowy mooncake is a
too-trendy gift”
Teacher: http://youtu.be/YbBXxKuwh8A
Father: http://youtu.be/Z6TkeB_pWNM
Boss: http://youtu.be/p1EORSGMD4A