Chase for the Charms
Open the game- Brand
- Lucky Charms
- Year
- 2013
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- AR
- Platform
- App
- Agency
- John Doris
- With
- David Ekholm
- With
- Subodh Samudre
- With
- Ogmento
Objective
Lucky Charms, a breakfast cereal with significant adult consumption (45% of the brand's consumer base), launched this campaign on St. Patrick's Day 2013 to engage its underserved adult audience through interactive mobile technology. The campaign aimed to shift marketing beyond traditional TV advertising by creating an immersive augmented reality experience aligned with the brand's whimsical charm-collecting identity.
Solution
The Chase for the Charms was an AR mobile game available on iOS and Android that allowed players to hold up their mobile devices to find and capture eight of Lucky's magical charms in augmented reality within their own environment. The game featured real-time AR graphics layered over live camera feeds. Players who successfully collected all eight charms were entered into drawings for prizes, with the grand prize being a pot of gold worth $10,000.
Results
Lucky Charms increased its Facebook following by 10,000 followers since the campaign launch. The grand prize pool was valued at $10,000 ('pot of gold'). Specific participant numbers and other engagement metrics were not published.
