Genshin Impact x McDonald's: The Recipe Behind Their U.S. Collaboration Success

A Unique Fusion of Gaming & Fast Food

In a world where gaming and fast food often intersect through limited-time promotions, the Genshin Impact × McDonald's collaboration emerged as an unexpected marketing triumph. By blending the globally popular RPG with the fast-food giant’s widespread appeal, this partnership captivated both fans and foodies. But what exactly made it so successful? Let’s break down the key ingredients.

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Leveraging Fandom and Hype

Genshin Impact boasts a massive global fanbase, and McDonald's recognized the opportunity to tap into this engaged community. By offering exclusive in-game rewards, themed packaging, and limited-edition merchandise, the collaboration extended beyond just a meal—it became an immersive experience. Fans eagerly lined up at participating locations, reinforcing the game’s strong engagement power and proving the influence of fandom-driven marketing.

Exclusive Deals and In-Game Rewards

Running from September 17 to 29, 2024, the collaboration introduced two limited-time offerings:

• Genshin Impact Apple Pie: Featuring packaging adorned with fan-favourite characters Beidou and Kaedehara Kazuha, this item came with a redemption code for in-game rewards, including 40 Primogems, 20,000 Mora, a Mystic Enhancement Ore, three Golden Apple Pastries, and a recipe for the pastry.

• Genshin Impact Deluxe McCrispy™ Meal: This meal included a Deluxe McCrispy™ sandwich, fries, a beverage, and the Genshin Impact Apple Pie. Customers received additional in-game rewards: the "Wings of Delicacies" wind glider and the "Celebration: Crispy and Sweet" namecard.

Orders were available exclusively through the McDonald's app, with redemption codes sent to users via email, further driving app engagement.

According to FoxData, following the promotion's launch, the McDonald's app reached the No. 1 spot on the U.S. App Store charts.

Global Chart Overview of McDonald's

Between September 17 and 29, 2024, the McDonald's app saw a surge in downloads, peaking on September 18 with 124,358 downloads in the U.S. alone.

Downloads Trend of McDonald's

Social Media Buzz and User-Generated Content

The collaboration sparked massive attention on social media, with fans sharing their McDonald’s experiences, unboxing meals, and showcasing themed packaging. Hashtags like #GenshinMcDonalds trended across platforms, creating organic promotion that fueled further excitement. TikTok and X (Twitter) were flooded with reactions, cosplay interactions, and memes, further amplifying the campaign’s reach.

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The Power of Pop Culture Crossovers in App Marketing

The Genshin Impact × McDonald's collaboration showcases a growing trend in mobile app marketing, where game developers seek partnerships with global brands to expand reach and boost engagement. Industry experts highlight several key benefits of such collaborations:

• Enhanced Brand Synergy – Connecting a top-tier game with a leading fast-food chain leveraged McDonald's broad customer base while reinforcing Genshin Impact’s cultural presence beyond the digital realm.

• Boosted App Downloads & User Retention – The exclusivity of in-game rewards encouraged players to engage with the McDonald's app, driving cross-platform interaction and boosting mobile downloads.

• Social Media Buzz & Community Engagement – Themed rewards encouraged user-generated content, fueling organic marketing and keeping the community engaged.

• Driving Loyalty & Monetization – Offering in-game incentives for real-world purchases effectively increased player retention, daily active users (DAU), and lifetime value (LTV) within the game’s ecosystem.

Marketing professionals emphasize that collaborations like these demonstrate how in-game incentives can be seamlessly integrated with real-world consumer behaviors, creating a bridge between digital entertainment and physical commerce.

Limited Availability = High Demand

Scarcity played a crucial role in the campaign’s success. With the promotion available for just two weeks, fans rushed to McDonald's locations before supplies ran out. This sense of urgency drove significant sales and foot traffic, proving that strategically timed exclusivity can enhance both digital and in-store engagement.

The Results: A Wining Strategy

The collaboration achieved significant success:

• Featured in over 102 media outlets, spanning mainstream and gaming-focused platforms.

• Extensive media coverage from outlets such as Today.com, Parade, Comic Book Resources, PCGamesN, Dexerto, Destructoid, Game Rant, Sports Illustrated, Polygon, The Mary Sue, and GamesRadar+.

• Increased customer engagement by integrating exclusive in-game rewards with McDonald's purchases, fostering brand loyalty and repeat business.

Final Takeaway: A Perfectly Crafted Marketing Strategy

The Genshin Impact × McDonald's collaboration in the U.S. was a marketing masterclass in leveraging fandom, digital rewards, and social media buzz. By seamlessly blending in-game perks with real-world experiences, this partnership demonstrated how gaming companies and fast-food chains can create unforgettable crossover events.

Given this massive success, it wouldn’t be surprising if future collaborations between Genshin Impact and other brands continue to push the boundaries of creative marketing.

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With insights from FoxData, marketers can learn how cross-industry collaborations shape consumer engagement and drive digital success.

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