Branded apps are nothing new, but Chick-fil-A’s new Play app — set to release on Nov. 18 — feels different, primarily because it has almost nothing to do with food, or even chickens.
Instead, Chick-fil-A promises an app chock full of “new ways for families to have fun, connect and spend time together,” including:
- Original animated shows such as Evergreen Hills and vignettes featuring the Chick-fil-A cows, all “intentionally designed” in landscape format so they can be watched together;
- Original scripted podcasts for kids;
- Games;
- Jokes and conversation starters;
- Video-based recipes and crafts;
- Family-friendly e-books and interactive stories.
“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,” said Dustin Britt, Executive Director of Brand Strategy for Chick-fil-A in a statement. “The Chick-fil-A Play app is a digital extension of that experience and another way we’re reimagining play for our guests, in a unique way through entertainment that really encourages time together.”
Chick-fil-A isn’t the only brand looking beyond its core category to connect with customers and build ongoing engagement. Plenty of other brands have made content offerings part of their membership packages including Amazon, Walmart and most recently Kroger, as a way to add value for loyal customers and encourage recurring engagement. And things like branded games, podcasts, even TV shows, have become common extensions across all categories from grocery to beauty to department stores.
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So perhaps Chick-fil-A’s new multi-faceted content ecosystem isn’t as out there as it sounds. And after all, chances are pretty good that when your kid tunes in to the latest episode of Evergreen Hills, it might, just might, remind you that a chicken sandwich would be nice.
If you’re curious, here’s the Evergreen Hills trailer (not a chicken, or even a cow, in sight):
