Chick-fil-A launches mobile game, supports with TV ad

Chick-fil-A has launched a new mobile-optimized game, playable via a mobile browser, that features location-oriented questions. Players who get the correct answers can earn rewards and will be entered into a 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. It’s an interesting mashup of mobile gaming and loyalty - and is being supported by a new TV spot featuring the brand’s Cow … um … mascots?

Chick-fil-A’s cows are returning to TV advertising as part of a marketing push for a trivia game meant to boost the chain’s rewards program.

The ad from McCann New York has the cows back working for Chick-fil-A’s mock rival Circus Burger, where the bovines in the past have covertly promoted chicken as being better than burgers. The new spot shows them in Circus Burger’s social media department, working on a program called “Code Moo.”

Code Moo is a 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. 

Full story at AdAge.