Romm Diamonds Blog
June 8th, 2016
In a promotion reminiscent of Willy Wonka & the Chocolate Factory, McDonald's Japan is giving away an 18-karat gold chicken McNugget worth about $1,650.

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The contest is designed to generate a viral buzz for two new dipping sauces, "Creamy Cheddar Cheese" and "Fruits Curry."

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But, unlike the famous Golden Tickets, which were randomly hidden in five Wonka Bars, the McDonald's promotion requires participants to post to social media the whereabouts of a yellow-suited, nugget-crazed Hamburglar-looking villain named Kaito Nuggets. The masked mascot, also known as "Phantom Thief Nuggets," will be touring McDonald's outlets throughout Japan.

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If a patron spots Kaito and posts his location on Facebook, that person will get a chance to win the gilded grand prize. McDonald's also will be giving away 21 lesser prizes, including a 39-day supply of five-piece nugget meals. That adds up to 195 nuggets.

“[Kaito] may appear in some of McDonald’s restaurants [throughout] the country, may throw out a ceremonial first pitch for a professional baseball game, or pay a visit to a prefectural governor making a surprising request entertaining people,” McDonald’s Japan explained in a statement.

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Kaito Nuggets reminds us very much of the Hamburglar, a character McDonald's introduced in 1971 and then refined in 1985 and again in 2015. Originally a trollish old man, the Hamburglar was recast as a childlike, more lovable character in 1985. In 2015, the Hamburglar was reintroduced as a  grown man wearing a fedora, trench coat, red boots, red gloves and skinny jeans.

The golden McNugget contest starts today and runs through June 28.

Credits: Images via McDonald’s Company (Japan) Ltd.