Chick-fil-A is bringing back Code Moo for the second year, allowing rewards members to play the digital game to win free food through Aug. 17.
Starting today, Chick-fil-A One members can access the game in the brand’s app, choosing virtual racetracks in a four-course mission to help stop Circus Burger and spread the cows’ “Eat Mor Chikin’” message. Members can receive a Chick-fil-A food reward each week, while supplies last, after their racing mission is complete. New missions launch each Monday.
“This year we have a variety of ways for guests to get involved in the cows’ mischief, from our new racing game and short film to the cow-print merch and in-restaurant activities. Bringing the Chick-fil-A cows to brighten up the summer is a fun and rewarding way to thank our guests,” senior director of brand strategy, investment, and entertainment Dustin Britt said in a statement.
In addition to the digital game, Chick-fil-A is bringing back its short film “Rocky Road,” featuring characters Carrots, Sarge and Daisy. It is available to watch now at playCodeMoo.com/film.
Chick-fil-A introduced Code Moo last summer to incentivize rewards members through a game that featured Circus Burger and the chain's signature cows. Circus Burger made its debut in a 2019 ad in which the cows took over the company’s boardroom.
Along with free food 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.
The latest iteration of Code Moo comes on the heels of the chain’s summer merchandise collection launch featuring a Pickle Pickle Pickleball set, waffle fry pool float, cow print bucket hat, and more. Additionally, the company announced earlier this month that it is making its fan collections permanent through its new online shop.
Contact Alicia Kelso at [email protected]
