McDonald’s Instagram Masterpiece - Samurai Burger
The Samurai burger returned for its 12th edition in 2018. We needed a way to make it relevant to a new generation of Singaporeans. So we gave an old school product and whole new story -- on InstaStories, of course.
Users begin a journey on InstaStories to reclaim the stolen recipe of Samurai Burger.
They could interact with individual scenes through Instagram’s interface.
Poll options would set how the following day’s story would unfold.
For the finale, users helped our Samurai escape into the real world; turning an online engagement into an offline activation.