MindHandle and Post Asylum/Element X Launch Chili’s Global App fFor Soccer Fans
First Ever iOS-Android Cross-Platform, Multi-Player Game in Augmented Reality
Soccer fans have a new reason to visit Chili’s. For the first time Guests can enjoy a meal and experience a virtual soccer match at their table.
MindHandle and Post Asylum/Element X, two Dallas-based creative agencies, have launched an innovative mobile app in collaboration with Chili’s® Grill & Bar. Chili’s Stadium (or Estadio Chili’s) is the first-ever iOS-Android cross-platform, multi-player game available in Augmented Reality (AR). Featuring one-on-one competitive play, the Chili’s Stadium app allows Guests to engage with one another as their Avatars go head-to-head in a series of soccer face-offs.
“At every Chili’s around the world, we are committed to providing not only flavorful food and drinks but also a place where our guests can have a memorable and fun experience,” said Alejandra Gonzalez, Global Marketing Manager. “Using cutting edge technology to create an app that is exciting and exclusive to our restaurants helps build loyalty with our guests and keeps them coming back.”
“We are incredibly excited to launch the Chili’s Stadium app and honored to be a part of a project that is taking AR to the next level,” said Ken Womack, Principal and Executive Creative Director of MindHandle. “Our teams have been developing the game for quite some time now and we are eager to have it in the hands of Chili’s guests.”
In early June, participating Chili’s international restaurants will welcome all guests with an official Chili’s Pitch Placement, that serves as the tracker and brings the players to life in AR.
Guests are able to create a personalized Avatar and take a photo with their Avatars in selfie mode. Game play is enhanced with the use of power-ups and the awarding of badges upon accomplishments. The app will also release new features every Thursday, starting on June 21st and ending in late July.
Player 1 will “Create Match” to generate a unique QR code used to link both players’ phones together. Player 2 joins the match by holding his or her phone screen over the QR code. From there, it’s game on!
MindHandle and Post Asylum/Element X worked together over six months to design and develop the first-of-its-kind app. MindHandle was responsible for ideation and visual design, while Post Asylum/Element X designed gameplay and executed all animation and coding.
The Chili’s Stadium app is now available for download in the Apple Store and in the Google Play Store. Participating international Chili’s restaurants began promoting the app and handing out the official Chili’s Pitch Placemat in early June.
“It’s always rewarding to do something that hasn’t been done before,” said Graham Hagood, Managing Director and Executive Producer of Post Asylum/Element X. “The ambitious scope of this project made it especially fulfilling because it required the full integration of our AR app development, animation, sound design and even original music teams. We look forward to innovating with MindHandle for years to come.”
MindHandle is a creative agency in Dallas laser-focused on providing multi–unit restaurants with world class branding, menu & merchandising design, and integrated promotions that can be enhanced and extended to technology platforms like digital, social and augmented reality. To learn more, visit www.mindhandle.com.
About Element X/Post Asylum
Element X/Post Asylum exists to create compelling original content and interactive experiences for agencies and brands. We are obsessed with engagement, design and storytelling. Our deep and diverse talent pool embraces cutting edge technology to craft the best creative execution for each and every project. For more information, please visit www.postasylum.com.
About Chili’s® Grill & Bar
Chili’s® Grill & Bar is the flagship brand of Dallas-based Brinker International, Inc. (NYSE: EAT), a recognized leader in casual dining. Known for their signature menu items – burgers, fajitas, ribs and margaritas – Chili’s offers fresh, bold and unexpected flavors. Each ChiliHead at more than 1,600 locations in 33 countries and two territories takes great pride in Chili’s purpose of connecting with and serving Guests and giving back to the communities in which they are located. In addition to Chili’s, Brinker owns and operates Maggiano’s Little Italy®. For more brand-related information, visit www.chilis.com.