A “Code Moo” was issued by Chick-fil-A today, meaning the brand has launched a new digital game that includes incentives for rewards members.
“Code Moo, A Chick-fil-A Original Game,” as it’s technically called, is available at playCodeMoo.com, and includes weekly missions released each Wednesday where loyalty members can help the chain’s signature cows sabotage the fictional Circus Burger brand. Circus Burger made its debut in a 2019 ad in which the cows took over the company’s boardroom. Each week, 2.5 million food rewards will be attainable for those playing Code Moo, including free nuggets, waffle potato fries, chicken sandwiches and more. In addition to the weekly food reward opportunities, participants who complete each challenge will be entered into a sweepstakes for the chance to win free Chick-fil-A for a year, a trip for two to the 2024 College Football Playoff National Championship game and more.
Along with these incentives, the chain’s foray into mobile gaming is also likely to draw more Chick-fil-A One memberships. Newzoo reports that the global gaming market generated over $184 billion in revenue, with half of that coming from mobile gaming alone in 2022. A new study from data.ai and IDC shows that mobile gaming is outgrowing the gaming industry overall. Notably, mobile games aren’t new in the restaurant space as brands try to tap into this growing consumer trend, but more brands may be focused on creating such an opportunity now as they diversify their ad spend.
Chick-fil-A’s mobile app is the fifth most downloaded in the QSR segment, according to data from Apptopia, behind McDonald’s, Starbucks, Subway and Taco Bell. In May, 827,000 consumers downloaded the brand’s app.
Also announced today, Chick-fil-A is celebrating its popular herd with the launch of The Cow Collection, the chain’s third merchandise line since its first collection debuted in November. The latest line includes beach towels, visors, a paddleball game and more, and will be available starting June 26 at shop.chick-fil-a.com, while supplies last. The chain will keep the spotlight on its cows all summer, including with an animated short film to be released in July and the brand’s first board game, called “Cow Party.”
“The Chick-fil-A cows have been a beloved part of the brand for nearly three decades and carry a contagious spirit everywhere they go, reminding our guests to laugh and appreciate the little things around them,” Joe Saracino, senior vice president of brand, advertising and media, said in a statement. “We’re excited to have the cows back — so much so that we’re letting them take charge this summer. It’s time to sit back, relax and enjoy the fun they’re cooking up for all our guests.”
Chick-fil-A’s cows made their debut on a billboard in 1995, alongside the chain’s “Eat Mor Chikin” campaign, created by The Richards Group. In 1997, the cows first appeared on TV. The campaign has been recognized throughout the years with awards from Effie, Cannes and OBIE, and in 2007, the cows were inducted into Madison Avenue’s Advertising Walk of Fame.
Contact Alicia Kelso at [email protected]
