- Chick-fil-A is entering into the entertainment business with the launch of a brand new app, Chick-fil-A Play, per an organization announcement. The app will include original content and games and is designed for folks and children.
- Chick-fil-A Play will likely be available for download free of charge starting Nov. 18 and can include family-friendly content in the shape of original animated shows, original scripted podcasts, games, e-books and interactive stories and video-based recipes and crafts.
- The announcement comes roughly two months after it was reported that Chick-fil-A was developing its own streaming service. While it’s unclear whether the Chick-fil-A Play app is the results of that exploration, it is probably going tied to the chain’s plans to develop and distribute its own content.
Chick-fil-A is paving a brand new solution to connect with goal consumers with Chick-fil-A Play. The move notably arrives at a time when branded apps have hit the market less often, likely resulting from the problem and costs tied to the launch of an app and its subsequent updates. The effort could possibly be key to constructing a connection with consumers beyond the drive-thru. During a period when marketers are struggling to make sure their messaging doesn’t appear next to offensive content, it also represents a way for Chick-fil-A to make sure its marketing adheres to its desired persona.
“Hospitality and fun have all the time been on the core of the Chick-fil-A family experience, whether inside our Restaurants and play areas, or through our Kids Meals”” said Dustin Britt, executive director of brand name strategy at Chick-fil-A, in a press release. “The Chick-fil-A Play App is a digital extension of that have and one other way we’re reimagining ‘Play’ for our Guests, in a singular way through entertainment that basically encourages time together.”
The announcement was light on programming details. However, one in all the highlighted animated shows indicated it could happen in a setting called “Evergreen Hills,” a locale for a series of short animated movies Chick-fil-A began creating in 2019.
A trailer for the brand new show, “Legends of Evergreen Hills,” depicts a fantastical forest land filled with “spark power” that’s created through kindness and good deeds. Evergreen Hills, nevertheless, is under threat because there are people misusing the spark power, quite than using it to assist others. A young girl is enlisted to guard the fantastical world of Evergreen Hills.
Though the app is latest, Chick-fil-A’s experience in digital entertainment shouldn’t be. After creating its 2019 short film, the corporate has produced subsequent Evergreen Hills stories yearly for the vacations. Last 12 months’s 10-minute video, “The Spark Tree,” has been viewed greater than 140 million times on YouTube. The company last 12 months also began a games and activities brand, Pennycake, which sells puzzles, lawn games and conversation starter card decks.
The entertainment app’s release also comes at an inflection point for media, where corporations like Target, Walmart and United Airlines are leveraging media networks — and their data — as an promoting channel to generate revenue. According to media reports, Chick-fil-A has no immediate plans to sell ads on its Play app; as an alternative, it intends to be a spot where families can enjoy content together.
Beyond its latest app, Chick-fil-A has sought other ways to construct consumer loyalty inside the mobile experience. Last summer, the chicken chain launched “Code Moo,” a digital game that challenged players to assist take down the brand’s “burger-slinging nemesis.” The game doled out 2.5 million food rewards each week, while supplies lasted, to Chick-fil-A One loyalty members who accomplished weekly challenges.
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