Overview
In September 2024, McDonald’s and HoYoverse joined forces to launch the restaurant’s first-ever gaming-themed Adult Meal collaboration, a limited-time Genshin Impact x McDonald’s menu. Available nationwide through the McDonald’s app and digital kiosks, the campaign brought fans of one of the world’s most popular anime-inspired games into a real-world celebration of fandom.
The partnership aimed to drive McDonald’s app downloads, increase meal purchases, and reward loyal Genshin Impact players with exclusive in-game digital items — transforming the QSR experience into a cross-platform activation that merged the physical and digital worlds.
The Challenge
McDonald’s sought to tap into a highly engaged, digitally native audience that lives online and values exclusivity and community. HoYoverse wanted to reward its fanbase and extend its reach into new demographics through a globally recognized brand.
Both brands needed a creative platform that would translate fan passion into measurable engagement and prove that gaming partnerships can drive real business outcomes.
Our Approach
Allied Global Marketing worked with McDonald’s and HoYoverse to design a fan-first, digitally native campaign rooted in community insights and powered by cultural relevance:
- Digital-first integration: Exclusive in-game rewards (a Wind Glider, Apple Pie item, recipes, and a name card) were unlocked through real-world McDonald’s purchases — turning meal orders into meaningful digital experiences.
- Social amplification: HoYoverse’s creator network and influencers drove massive engagement across gaming and anime communities.
- Experiential activations: Immersive LAN gaming events in Los Angeles and Houston brought fans, cosplayers, and streamers together in the world of Teyvat.
- Iconic visibility: The collaboration was teased on the McDonald’s Times Square Billboard, connecting fandom with mainstream audiences.
The Results
The campaign shattered benchmarks across digital and sales channels, proving the power of fandom when combined with cultural relevance and smart digital design.
- +134% increase in Deluxe McCrispy meal sales via the app (400% on Day 1)
- +33% increase in Apple Pie sales through the app
- Highest in-app penetration ever for a digital product in McDonald’s history
- 1.2 billion+ social reach in just 12 days
- New user acquisition exceeded projections, driven by Genshin fans joining the McDonald’s app
Why It Worked
- First-of-its-kind crossover: McDonald’s first gaming-themed Adult Meal and Genshin Impact’s first major QSR collaboration in the U.S.
- Digital rewards over physical toys: The campaign flipped the traditional fast-food model by offering in-game exclusives instead of physical merchandise — resonating with a digital-native fanbase.
- Built on genuine fan culture: The partnership originated from organic “McGenshin” memes, harnessing real fan energy for brand storytelling.
- True fandom marketing: By speaking the language of gamers and anime fans, the campaign built cultural credibility and drove measurable business growth.
Impact & Result
This campaign redefined what’s possible in brand × gaming collaborations, proving that when fan communities are treated as creative partners, they reward brands with exponential impact.
A cultural moment turned into a GEMA Gold-winning campaign, uniting one of the world’s biggest gaming fandoms with one of the most recognizable global brands.
