Chick-fil-A Unveils Exciting New App to Engage Families
In Atlanta, Chick-fil-A is stepping up its game to connect with families in a fun and interactive way. The beloved chicken chain recently announced its plans to launch the Chick-fil-A Play App on November 18, and it promises to be more than just another branded app. The company aims to enrich family experiences through a melting pot of entertainment, including podcasts, interactive stories, games, and original animated shows like the much-anticipated “Legends of Evergreen Hills.”
A Shift in the App Landscape
As we all know, the world of mobile apps is a tough cookie to crack. Many brands have shied away from launching new apps due to the hefty costs and complexities involved in creating and maintaining them. However, Chick-fil-A’s new app is a momentous move, especially considering the current situation. With marketing messages often placed alongside unwanted or controversial content, Chick-fil-A is paving a new path to keep their marketing pure and aligned with their family-friendly image.
Built on Hospitality and Fun
Dustin Britt, the executive director of brand strategy at Chick-fil-A, shares the vision behind this new app: “Hospitality and fun have always been at the core of the Chick-fil-A family experience, whether inside our Restaurants and play areas, or through our Kids Meals.” He emphasized that the Chick-fil-A Play App acts as a digital complement to that brand experience, giving families another chance to bond over enjoyable content.
What’s Inside the Chick-fil-A Play App?
While Chick-fil-A has kept the details of the app contents somewhat under wraps, anticipation is growing, especially regarding the new show “Legends of Evergreen Hills.” The show takes place in a whimsical forest filled with “spark power” derived from kindness and good deeds. However, there’s a catch! The spark power is in jeopardy due to the actions of some, and a brave young girl emerges as the hero tasked with saving this enchanting world.
This isn’t Chick-fil-A’s first leap into the digital entertainment realm. In fact, the company has been honing its skills since it first created stories set in Evergreen Hills back in 2019. Last year’s holiday short film, “The Spark Tree,” racked up over 140 million views on YouTube! That’s some impressive reach!
Engagement Through Play
In addition to the animated features, the company has rolled out a brand named Pennycake, offering puzzles, lawn games, and conversation starter card decks. This diversification into games and activities showcases Chick-fil-A’s commitment to engaging with families beyond just food.
Advertising Plans: A Family-Friendly Focus
As content streaming and digital media continue to gain momentum, many brands are exploring advertising solutions using their media networks. However, Chick-fil-A has a refreshing twist in their approach. Instead of monetizing their Play App with ads, they want to focus on making it a space where families can come together and enjoy quality time without interruptions. After all, isn’t family time what it’s all about?
Looking Ahead
Beyond just their new app, Chick-fil-A has rolled out several engaging initiatives. Case in point? Last summer, the brand launched a digital game named “Code Moo.” Players had to outsmart the brand’s “burger-slinging nemesis,” earning food rewards along the way. With over 2.5 million rewards distributed weekly to loyal members, this initiative highlighted their strategy to keep digital engagement alive and exciting.
Final Thoughts
The introduction of the Chick-fil-A Play App marks an intriguing chapter for the brand as they further implement technology to strengthen connections with their audience. Families can look forward to enjoying a variety of interactive entertainment experiences together. It’s more than just fast food now; it’s about building memories—one fun interaction at a time!
