The app consists of four parts. First is Müllerchen brand and character introduction; second is an interactive recording function with Müllerchen; the third part is the membership system; and the fourth part is brand news notifications.
The app aims to foster user engagement and strengthen users’ connection with Müllerchen. It includes a photo capture feature to document users' participation in hiking activities, promoting exploration and appreciation of nature, to share with family and friends. The Müllerchen brand encourages everyone to explore the world.
The app also offers periodic promotional tasks to increase user participation and maintain brand interest. Completing these tasks earns users virtual celebration cards for sharing on social media. The check-in feature encourages regular app usage, ensuring users receive the latest brand updates promptly.