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Chuck E. Cheese's Launches Photo App for Family Fun

  |  March 28, 2013   |  Comments

The app, Chuck E.'s Say Cheese, allows guests to take photos with the brand's namesake mouse, which got an updated look in 2012.

Family restaurant and gaming center Chuck E. Cheese's has launched its first app, Chuck E.'s Say Cheese, to enable guests to add an animated version of the center's namesake mouse to photos taken there.

The app focuses on family visitors keen to make memories and who may have already been sharing content to Chuck E. Cheese's website and social channels.

Chuck E.'s Say Cheese can be downloaded free from Apple's App Store, Google Play, or the Chuck E. Cheese's website.

After downloading the Say Cheese app, guests can look for pink, orange, and blue "Say Cheese Here!" signs that serve as hotspots on tabletops, games, and backdrops throughout Chuck E. Cheese's to activate the app's augmented reality camera.

When launching the app for the first time, guests will see instructions.

With the app open, guests click on "See Chuck E." and point their phone or tablet's camera at one of the markers to start Chuck E.'s performance. By tapping the camera icon in the app, guests can take and save photos.

Michelle Chism, director of corporate communications for Chuck E. Cheese's parent CEC Entertainment, says the three different sign colors signify three different animations that will appear on-screen, such as a burst through, Chuck E. slide, and Chuck E. dance. Guests can tap the pause button at any time to take a picture with Chuck E. in a particular pose.

The app launched Tuesday. As of Wednesday, there were 6,011 downloads, per a Chuck E. Cheese's rep - 3,118 on Android devices and 2,893 on Apple devices.

According to Chuck E. Cheese's, the app also incorporates easy sharing functionality to post snapshots to Facebook and Twitter or to send via email. Guests can also use the app to submit photos to the Chuck E. Cheese's website for a chance to see their images on the site, as well as on Chuck E. Cheese's Facebook, Twitter, and Pinterest pages.

"Our guests have told us they like to engage with Chuck E. through pictures and families like to share memories to our Memories page," Chism says. "The app is another way to engage with the mascot - it's fun to take pictures and is part of contemporizing our brand."

The Share Memories tab on the Chuck E. Cheese's website asks fans to submit photos and videos of their favorite Chuck E. Cheese's experiences to an email address and look for them on Facebook, Twitter, and Pinterest. It also advises users to tag Chuck E. Cheese's in Facebook photos and to use the hashtag #ChuckERocks to share experiences on Twitter. The rep says Chuck E. Cheese's will continue to use the email address for collecting content as well.

Chuck E. Cheese's has 474,000 Facebook fans and 6,200 followers on Twitter.

There are 562 Chuck E. Cheese's stores worldwide. The first Chuck E. Cheese's opened in 1977 in San Jose, Calif. with Chuck E. as its mascot.

Chuck E. Cheese's launched the contemporized mascot featured in the app in July 2012.

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Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

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