Genshin Impact: A Dynamic DOOH Campaign for the ‘Delicious Journey’ in Russia

Background

Genshin Impact has an active multi-million gamer fan community in Russia and has been strengthening its position in the region for several years. RMAA often helps the brand by implementing non-standard marketing strategies, using digital tools, and introducing image tactics with traditional channels.

In September 2024, Genshin Impact decided to collaborate with the Russian fast-food restaurant chain Dodo Pizza. To celebrate the brand's anniversary, Genshin Impact-themed days were organized in the chain's pizzerias across Russia (on 28th and 29th September 2024).

Dodo Pizza developed a special game menu, ‘Tasty Journey’, which you can purchase to get gifts like limited-edition key chains, toys, and a promo code for digital in-game merchandise from Genshin Impact. The promotion ran from September 17 to November 18, 2024.

Goal

A couple of months before the brands' collaboration, Genshin Impact asked RMAA to suggest DOOH placement options in Moscow to announce a new game release and increase the reach of a marketing campaign with DoDo Pizza.

Solution

Being aware of the client's preferences, we selected locations with high footfall and the best technology. The client's creatives are always characterized by dynamic video sequences, so the quality of the advertising surface must be high to ensure effectiveness. We focused on the top locations in Moscow for the placement of advertising materials. We were able to prepare a proposal for the client in the shortest time because RMAA has open access to outdoor advertising venues in Russia and the CIS.

The client selected one of the most impressive locations: the Oktyabr movie theater on Novy Arbat Street. The 890.06-square-meter digital screen on the facade makes this an unbeatable location for DOOH placement. It's in a prime spot with high pedestrian and car traffic, and it's close to all the top Moscow attractions.

It would be remiss not to mention the two impressive DOOH constructions almost next to each other on Novy Arbat Street. The client chose the facade of the Oktyabr movie theater as the location. The second one is the ‘House of Books’ facade, where RMAA also frequently implements DOOH projects. These screens are in high demand, so getting access to placement is difficult. But not for us. As a reliable partner, we negotiated non-standard terms for the campaign in two stages on special conditions: 15 and 16 days, which the client urgently requested. In other cases, the client is limited to 14 days or one calendar month of placement on this screen.

We divided Genshin Impact's DOOH campaign on the facade of the Oktyabr movie theater in Moscow into two targets with different creatives 15 seconds each:

• introducing a new game release, August 16 - 31;

• extensive coverage of Genshim Impact's collaboration with DoDo Pizza, September 1 - 15.

As usual, we also provided photo-video support for the project, which we do for the client on a regular basis.

Results

Genshin Impact and DoDo Pizza made a splash with their partnership, with a quarter of the "Tasty Journey" series selling out on the first day. DoDo posted about it on its official VKontakte community.

At the same time, the 31-day DOOH campaign drove significant interest in the project, with an average daily view count of 542.47 thousand. The client was extremely satisfied with the work done and thanked RMAA for the effective solution. The success of Genshin Impact proves once again what an enormous potential Russia has for the development of game brands.