Captures Attention from Mainstream and Lifestyle Press

HoYoverse partnered with UberStrategist to support the announcement of a limited-time collaboration between Genshin Impact and Duolingo, the world’s most downloaded language-learning app. While Genshin Impact has strong visibility within gaming media, the client wanted to extend awareness of the collaboration beyond its core audience.

The primary goal was to position the crossover as a broader pop culture moment and secure coverage in mainstream and lifestyle outlets alongside gaming press. The campaign needed to achieve meaningful visibility during a short December activation window, despite holiday timing, tight messaging controls, and heavy competition from major entertainment news.

UberStrategist developed an outreach strategy that highlighted the collaboration's novelty and its appeal beyond gaming. We framed the campaign around the intersection of gaming, education, and daily habit-building, aiming to reach general-interest and lifestyle audiences unfamiliar with Genshin Impact.

We prioritized mainstream and lifestyle outlets and conducted targeted pre-seed outreach ahead of the announcement. The campaign was executed in close coordination with HoYoverse to ensure brand alignment and messaging accuracy, with careful timing and follow-ups designed to maximize pickup during a compressed holiday news cycle.

The campaign generated over 43 pieces of coverage across gaming, mainstream, and international outlets. UberStrategist-led outreach contributed to placements in publications such as TechRadar, Popverse, and Pocket Gamer, complementing HoYoverse’s direct outreach to its pre-established media relationships across multiple priority outlets.

Together, these efforts extended awareness of the Genshin Impact x Duolingo collaboration beyond the core gaming audience and reinforced its positioning as a unique crossover between entertainment and education. The campaign demonstrated effective execution within a limited time window and enhanced the collaboration’s visibility during a highly competitive period.