McDonald’s is teaming up with the anime-inspired Genshin Impact video game, offering in-game rewards and limited-edition menu items available only through the chain’s app. Starting Sept. 17, fans can order a Genshin Impact Apple Pie, with limited-edition packaging that features two characters from the game –Kaedehara Kazuha and Beidou.
Fans who purchase the pie through the McDonald’s app will be rewarded with in-game items, such as 40 Primogems, three exclusive Golden Apple Pastries and a “Golden Apple Pastry” recipe that can enhance players’ combat strengths during their adventures in Genshin Impact’s fantasy world, called Teyvat.
Additionally, McDonald’s is featuring the Genshin Impact Deluxe McCrispy Meal, including a Deluxe McCrispy chicken sandwich, fries, the limited-edition apple pie, and a drink. Purchasing this meal through the app unlocks exclusive in-game items such as the “Wings of Delicacies” Wind Glider and a “Celebration: Crispy and Sweet” Namecard for players to decorate their journey during the game.
Genshin Impact is produced by HoYoverse, which also creates virtual experiences such as Honkai: Star Rail, Honkai Impact 3rd, Tears of Themis, and Zenless Zone. Its Genshin Impact game is wildly popular, with nearly 140 million downloads since its launch in 2020, according to esports.com. It also has about 10 million daily users and 65 million monthly users.
By tapping into those fans with mobile-only incentives, McDonald’s could move the needle toward its goal of getting 250 million 90-day active loyalty members by the end of 2027, from about 150 million now.
The chain’s Genshin Impact promotion comes on the heels of its collaboration with anime series Jujutsu Kaisen, which included a Special Grade Garlic Sauce, and its “WcDonald’s” restaurant launch in February, complete with new sauce and packaging. To celebrate its newest collaboration, McDonald’s social channels have been redesigned to look like Teyvat.
Contact Alicia Kelso at [email protected]
