Download pdf
Exploring the Successful Factors of Brand Collaborations Between KFC and Genshin Impact: A Case Study Analysis
- 1 Southwestern University of Finance and Economics
- 2 XiWai International School
* Author to whom correspondence should be addressed.
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.
Keywords
KFC, Genshin Impact, IP, co-branding, advertisement
[1]. A. Y.-L. Chong, F. T. S. Chan, M. Goh, and M. K. Tiwari, “Do interorganisational relationships and knowledge-management practices enhance collaborative commerce adoption?,” International Journal of Production Research, vol. 51, no. 7, pp. 2006–2018, Apr. 2013, doi: 10.1080/00207543.2012.701776.
[2]. X. Xu, T.-M. Choi, S.-H. Chung, and S. Guo, “Collaborative-commerce in supply chains: A review and classification of analytical models,” International Journal of Production Economics, vol. 263, p. 108922, Sep. 2023, doi: 10.1016/j.ijpe.2023.108922.
[3]. Cao Yueming, “Co-Branding Marketing Strategies of Holiland,” Cooperative Economy and Technology, no. 19, pp. 76–78, 2023, doi: 10.13665/j.cnki.hzjjykj.2023.19.011.
[4]. Gao Wanpeng, “They Say They Are Poor, But They Throw a Thousand Gold,” Chinese Brands, no. 11, pp. 40–41, 2022.
[5]. Ma Jinhan, “Case Study on Joint Marketing of Old and New Brands: Marketing Case Analysis of ‘Coconut Cloud Latte.,’” Small and Medium Enterprise Management and Technology, no. 08, pp. 141–143, 2022.
Cite this article
Liu,Y.;Tan,J. (2024). Exploring the Successful Factors of Brand Collaborations Between KFC and Genshin Impact: A Case Study Analysis. Communications in Humanities Research,30,49-58.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 2nd International Conference on Interdisciplinary Humanities and Communication Studies
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).