Case Study

Creating a Recipe for Success for the

Mcdonalds x Genshin Impact Promotion

HoYoverse | Genshin x McDonald's | PR
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HoYoverse | Genshin x McDonald's | PR

Challenges & Goals

Genshin Impact, the popular action RPG from HoYoverse, was preparing for an exciting collaboration with McDonald’s, featuring limited edition food items and exclusive in-game rewards at U.S. restaurants. To generate publicity, HoYoverse partnered with UberStrategist for a one-month PR campaign.

This was the game’s first U.S. fast-food partnership and its biggest collaboration to date. With a short timeframe, we focused on leveraging press relationships with minimal lead time to maximize exposure.

Strategic Approach

Our strategy focused on pre-pitching, targeted outreach, and leveraging press relationships.

We researched mainstream, culture, and food outlets to expand the game’s reach, then used our gaming contacts to pitch coverage once the embargo lifted. We secured trailer placements on IGN and GameSpot’s YouTube channels (20+ million combined subscribers) and shared the announcement with thousands of gaming and lifestyle contacts for additional coverage.

Results

During the short campaign, UberStrategist secured massive results for HoYoverse and the McDonald’s x Genshin Impact Collaboration, including coverage from key mainstream and specialist gaming outlets and influential YouTube channels such as IGN and GameSpot.

This delicious collaboration earned spots among the world’s top Tier 1 outlets multiple times throughout the short campaign run. Notable coverage was achieved in media outlets like Today.com, Parade, Comic Book Resources, PCGamesN, Dexerto, Destructoid, Game Rant, Sports Illustrated, Polygon, The Mary Sue, and GamesRadar+.

A MEMORABLE GAME COLLABORATION

“McDonald’s has done numerous collabs with video games — but this one stands out.”

KEY PR CAMPAIGN WINS

8.6B

COMBINED ESTIMATED REACH

68

PIECES OF TIER 1 COVERAGE

119

PIECES OF COVERAGE
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