Genshin Impact x Apple Pie
Client: McDonald’s
Project: Genshin Impact x McDonald’s App Integration
Role: Copywriter, Content Creator
Agency: Wieden + Kennedy
Art + Design: Mike Devine
As a cozy gamer who sticks to her Nintendo Switch, learning a new gaming system was an exciting challenge. We collabed with HoYoverse’s popular game Genshin Impact to launch the “Genshin Impact Apple Pie” and “Genshin Impact Deluxe McCrispy Meal” app-exclusive menu items. Fans who purchased these items were rewarded with special in-game unlocks, like bonus currency, reskinned nameplates, and custom equipment.
The sweet spot target were those already in the middle of the Genshin x McDonald’s fan venn diagram, but with our social rollout we helped bring in ~124k new customers.
The campaign garnered a massive 1.1B reach and more than 1.6m engagements on social. We also exceeded business performance benchmarks with a +33% increase in A La Carte Apple Pie app units, a +134% increase in Deluxe McCrispy Meal app units, and a record-breaking highest digital penetration for a product in McDonald’s history.
Let me know if you wanna be friends on Genshin and I’ll give you my ID number 🧚