If you are a regular reader of this blog, you know that I have a bit of a thing for augmented reality. When used creatively, AR is a great way to provide additional content to consumers in a fun, non-intrusive way.
The recent “Chuck E’s Say Cheese” app (Android and iOS) is a nice little augmented reality photo app. There are a number of AR markers scattered throughout Chuck E Cheese restaurants which trigger animated characters when viewed through a mobile device running the app. You can have your picture taken with the virtual character and share the photo with friends.
The app seems fun, but its branding is a bit confusing. Is it aimed at parents? or kids? Who is supposed to be using the app and sharing the pictures it takes?
The promo video (below) is clearly aimed at a young audience, and the a Chuck E Cheese target customer can’t possibly be older than 12, so one would think that the app is aimed at pre-teens. If that is the case, I find it troubling that a key feature of this app (and focal point of their marketing) is the ability to share the photo to Twitter and Facebook. I was under the impression that the minimum age for both of those social networks was 13. hmmm…
Users also have the option of submitting their photos to the Chuck E Cheese website and submitted photos could end up on the company’s Facebook or Twitter page. Again, who is submitting the photo? A child?
Maybe the app is really aimed at parents and they expect the adults to share their kids’ photos to their social profiles. That is a possibility and makes sense, but if it is the case, they don’t do the best job relaying that intention in their app marketing. The video and all of the language on their site is clearly aimed at a child user.
That all said, the app does save all photos to your device’s photo album, making it easy to store and print the photos. This is a fun and slightly more appropriate use of photos taken by young users. I’d much more expect to see an AR-enhanced photo taken by an 11-year-old hanging on a refrigerator than on a Twitter account they technically aren’t supposed to have.
What do you think about this app? Who do you think it is targeted to? Do they do a good job at speaking to their target audience? Share your thoughts in the comments below.