When McDonald’s brings out a limited release product, things can quickly get out of hand. Scalpers swoop in, re-sales skyrocket and real fans tend to miss out.

So when it came time to do a drop of four limited edition McNugget sauces in Australia, we wanted to keep the peace and find a way to make sure only our real fans got their hands on them.

While most brands run campaigns that aim to retain their audience, we did the opposite and created a truly terrible user experience called ‘Sauce Quest’ — where the process of claiming our sauce was so arduous, annoying and downright painful that only our real fans had the willpower to see it through.

As planned, we scared off the fair-weather fans and shady scalpers, and got our sauce to people who wanted it most.