ABOUT

The Challenge:
Chicken McNuggets. It’s hard to tell a new story about a product that has been an audience favourite for so many years. How then could we turn Hong Kong’s latest McNuggets campaign into marketing gold?

The Idea:
We turned the McNuggets themselves into actual gold - a box of six 24-carat pure gold Chicken McNuggets. And then we challenged our customers to steal them. In order to do so, our audience had to complete four online games that ultimately cracked open the virtual safe which held the golden prize.

The Results:
Our campaign not only drove record levels of audience participation, but also garnered 2mil USD in earned media, and drove product sales 15% above target.