Exploring the Successful Factors of Brand Collaborations Between KFC and Genshin Impact: A Case Study Analysis

Abstract

In a post-pandemic era marked by a decline in consumer purchasing power, particularly in the restaurant industry, this paper delves into the successful collaboration between the international fast-food chain KFC and the popular open-world role-playing game, Genshin Impact. This collaboration, which occurred in 2021, generated extensive buzz and recognition on social media platforms. By analyzing this case, we explore the effective marketing strategies and communication methods that led to the success of this co-branding venture. The study uncovers the significance of cross-domain collaborations, emphasizes the impact of consumer groups, and delves into the role of social media and the fan effect in marketing strategies. It also sheds light on the social comparison effect, pivotal in influencing players' motivations and purchasing behavior. Furthermore, it examines KFC's hunger marketing approach and the integration of fast-food industry characteristics. The paper concludes with suggestions for addressing supply chain management, resource optimization, and service quality in co-branding campaigns. Despite these valuable insights, the study acknowledges certain limitations and points towards future research directions.