McDonald's SG turns heads with holographic visual of Samurai and Ninja burgers

McDonald's Singapore has rolled out a 3D holographic execution to mark the return of its Samurai and Ninja burgers. Done in collaboration with Clear Channel Singapore, the holographic visual has holographic fans that produce a 3D image seemingly floating in the air by having the spinning fan invisible to the human eye. Thus, producing a transparent background.

This creates an illusion for commuters who will see the Samurai and Ninja burger as three-dimensional. The campaign wants to spread the message that when hunger strikes, compromise should never be an option. Hence, McDonald's plans to use this OOH activation to remind Singaporeans to listen to their inner voice and make the right choice to fuel up and be satisfied.

Targeted at teenagers, young adults and kids, and PMEBs, the 3D holographic displays can be found at six high-traffic location bus shelters - Marine Parade Road, Serangoon Central, Victoria Street, Jurong Gateway, Orchard Road and Robinson Road. The campaign runs until 26 October and directs consumers to the nearest McDonald's outlet to "Honour their appetite" with the two burgers.

The Ninja burger was last launched in 2020 and to celebrate its return, McDonald's created animated characters that represent the Samurai and Ninja spirit. To build anticipation, the QSR chain played on Singapore's love for both burgers and teased their return with a sneak peek of the characters across social media.

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These characters were then revealed in different phrases that personified the voice within all consumers, the voice that always knows the right choice to make. McDonald's is serving up limited-edition stickers that come with every purchase of the Samurai or Ninja burger. To extend the campaign's reach, the characters can be found as animated Instagram Stickers that are also displayed in-store, window decals and self-ordering kiosk deals.

At the same time, McDonald's is also rolling out the My Happy Place in-app game that allows consumers to choose either a Samurai or Ninja and catch as many burgers as possible while avoiding the rocks.

Drina Chee, senior director, marketing and digital experience at McDonald's Singapore explained that the two burgers are one of the many familiar favourites that its customers are excited to see return to the menu. "This year’s campaign brings the characters to life vividly in innovative OOH platforms which we hope the public will enjoy," Chee said.

Meanwhile, Clear Channel Singapore's chief development officer Amanda Woo said that alongside McDonald's Singapore, it has taken huge steps to champion on creativity and innovation from digital photobooths to a giveaway activation and now the first 3D holographic execution within a bus shelter. "Our 3D holographic displays make it impossible to miss as it provides a new level of immersion that make people stop, stare and go for a Samurai burger," Woo added.

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