Lucky Charms Uses Augmented Reality Magic

Augmented reality is much derided, but brands are starting to figure out how to use it well.

General Mills’ Lucky Charms brand is trying to speak to your inner child with its latest campaign “Chase for the Charms.” The campaign, which launched fittingly on St. Patrick’s Day, includes an augmented reality app that is a game where users must find eight of Lucky’s charms for a chance to win prizes along the way, including the grand prize of a real pot of gold worth $10,000.

The way the app works is that users must find and capture different charms. Users must hold up their mobile device in whatever room they are in to see the charms and catch them.

According to Priscilla Zee, associate marketing manager at General Mills, the brand found that the Lucky Charms cereal has a large adult fan base, with about 45 percent consumption by adults.

“Lucky Charms has been around for about 50 years now, and a lot of our adult consumers remember Lucky the Leprechaun and Lucky Charms from their childhood,” said Zee. “We wanted to reach them in a new way with this augmented reality experience.”

Augmented reality gets a lot of buzz and is often over-hyped, but Zee explained that the technology seemed fitting for the brand whose famous tagline is: “It’s magically delicious.” Augmented reality was a way for the brand to bring the cereal’s iconic charms magically to life.

According to Zee, the goal of the campaign is to increase overall fan engagement with the brand, which seems to be happening already. Lucky Charms has increased its Facebook following by 10,000 since the campaign launched.

https://staging.digiday.com/?p=34722

More in Marketing

What TikTok’s e-commerce launch could mean for marketers and content creators

TikTok has officially launched its new e-commerce platform, TikTok Shop, earlier this month on August 1. Using the new e-commerce platform, brands and creators can sell products directly on the platform, potentially creating new revenue streams, and tap into the short-form video platform’s growing popularity.

‘The influencer industry can be really vile’: Confessions of an influencer marketer on the industry’s unfair hiring practices

While the influencer industry might sound exciting and like it’s full of opportunities, one marketer can vouch for the horrific scenarios that still take place behind the scenes.

Digiday+ Research: Marketers said revenue grew in the last year, with more growth expected ahead

After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.