Lucky Charms Enters Augmented Reality

General Mills Cereal App Sends Adult Consumers on a "Chase for the Charms"

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Advertising Age Player

Forget tornadoes. Try chasing hearts, stars, horseshoes, clovers, hourglasses, blue moons, rainbows and tasty red balloons.

In its latest push to lure adult consumers, Lucky Charms cereal is putting its own twist on storm chasing with an augmented-reality app that allows users to pursue virtual marshmallow treats at the end of Lucky the Leprechaun's rainbow.

The General Mills brand is teasing the game with this video below that will launch Wednesday on YouTube's gamer-focused Machinima channel.

The "Chase for the Charms" app makes its debut on St. Patrick's Day and is available for Android and iOS devices. The goal of the game is to capture, or tap on screen, Lucky's charms as they appear and move in augmented-reality form. Instant prizes include a Lucky Charms cereal dispenser, T-shirts or a chance to appear in animated form in a coming Lucky Charms TV ad. The grand prize, of course, is a pot of gold -- as in real gold, valued at $10,000.

Saatchi & Saatchi is the creative agency on the campaign. The app was created by Ogmento.

As part of the effort, the brand on Friday will release a music video featuring a mash-up of classic Lucky Charms ads. The video is by John Boswell, aka "Melodysheep," whose other work includes this tribute to Julia Child.

The campaign is part of the 49-year-old-cereal brand's new strategy of targeting adults who grew up with Lucky the Leprechaun. The effort started with a regional TV ad last year that the brand made national this year showing a woman rediscovering Lucky Charms at her office.

The digital campaign is meant to reach "another layer of adults that we don't typically reach with our TV plan," said Greg Pearson, the brand's marketing manager.

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