Folks from all around the Tribal DDB network have been getting more-than-acqainted with Augmented Reality (AR). To pick up where I left off with my last post about AR, here is a great example of AR in action, from our fellow Tribalites in Hong Kong.

In the few years it has been running, McDonald's Dip Jack promotion is one of the most popular programs in Hong Kong. To build on this success, and target for remarkable sales results this year, Tribal was asked to develop an integrated through-the-line campaign that strongly engages consumers in a way that highlights the uniqueness of Dip McNuggets.

Tribal DDB Hong Kong bet Augmented Reality (AR) technology would perfectly fit the Dip McNuggets promotion. And they were right. This McNuggets "Do the Dip" 3D game, not only extends the excitement long after the food is comsumed, but also playfully reinforces the "Dip action". (Click here to view in English, or here to view a demo video on YouTube.)

A unique AR code is printed on every puzzle card (received with purchase of a McDonald's McNugget meal), consumers simply visit the local McDonald's HK website, point their card at their web cam, and a virtual McNugget becomes a gamepiece for three different mini-games: Fast Dip, Follow & Dip and Catch & Dip.

Giving McDonald's fans a new way to play with their food seems to be paying off, too. Just one month after launch, "Do the Dip" has attracted more than 173,000 page views, over 8,000 people registered on the site and generated an astounding 30,000 game plays.

 
Thanks for the tip, Kaya!