The Chick-fil-A cows have continuously been used in marketing but this marks their first time on TV since 2019.
“We just felt like it was time to let them get back to doing what they do best in a bigger way, and that’s having some fun with our guests,” Joe Saracino, senior VP of brand, advertising and media for Chick-fil-A, wrote via email.
Code Moo is a desktop and mobile game developed by AKQA. Fans will answer geography trivia questions to help cows Daisy, Carrots and Sarge sabotage Circus Burger locations, a cheeky reference to McDonald’s. Each Wednesday, starting today through Aug. 1, users who answer that day’s three questions correctly will get a redeemable reward for a food item, such as a chicken sandwich, 8-count nuggets, or waffle fries, while supplies last.
Members of the Chick-fil-A One rewards program can play the new game at playCodeMoo.com. Participants will also be entered into sweepstakes for the chance to win prizes such as free Chick-fil-A for a year or a trip for two to the 2024 College Football Playoff National Championship.
The effort comes as more fast food chains seek creative ways to boost their rewards programs.
Read more: How restaurants are promoting their loyalty apps
As technology has taken a more prominent role in patrons’ lives, Chick-fil-A’s latest effort leans into tech “in a way that doesn’t overtake their lives, but enriches them and provides shared experiences they can enjoy together,” Saracino said, adding that the summer campaign allows fans to “experience the Cows in a whole new way.”
The brand will be measuring the campaign’s success by customer engagement, especially with the digital game, by seeing how many of the 2.5 million weekly food rewards will be redeemed, Saracino added.
from Digital Marketing Education https://ift.tt/Dhv5TV6
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