McDonald's: A Dim Jack Hi-Jack

This case study describes how McDonald's reintroduced the character Dim Jack in a new form in order to create buzz around the brand in Hong Kong.

McDonald's: A Dim Jack Hi-Jack

In 2014's Christmas, McDonald's wicked sauce-stealing character Dim Jack returned with his Chicken McBites Dip Dip Sharing Box. Only this time, Dim Jack would not steal food, but look for friends to share them with! Our Idea -"A Dim Jack Hi-Jack". We created a series of first-ever in-your-face product hi-jacks in HKTV's blockbuster crime thriller 'Borderline' series. But we didn't just infuse Dim Jack into their story. Right after the most exciting scenes and hectic chase scenes, Dim Jack made surprise appearances, taking the city by surprise! The "Dim Jack Hi-Jack" soon became the talk...

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