For decades, Lucky Charms targeted children with animated TV commercials depicting kids chasing Lucky to capture his magical charms. 50 years later, turns out more than 44% of Lucky Charms are consumed by adults. It was an audience the brand could no longer ignore. We saw an opportunity to engage them -- not with traditional TV commercials, but with an executional idea geared towards tech-savvy millennials.

Launch the campaign
Published
May 2013
Topics

The Story

For decades, Lucky Charms targeted children with animated TV commercials depicting kids chasing Lucky to capture his magical charms. 50 years later, turns out more than 44% of Lucky Charms are consumed by adults. It was an audience the brand could no longer ignore. We saw an opportunity to engage them -- not with traditional TV commercials, but with an executional idea geared towards tech-savvy millennials.

Bringing the chase kids grew up with in TV commercials to life needed a 21st century digital twist. So we created a mobile app that seamlessly transitioned from augmented reality to 1st person video, within the same app, to make the chase more real than ever. The prize in the digital chase being a real pot of gold helped blur the lines even further.

The Technology

The Results

The first week alone saw a 42% increase in sales. The second week saw a 25% jump, cumulating in a 2 week increase of 34%. There were 8,869 downloads of the app, moving it to the top 100 in its category on iTunes. There were more than 277,000 sweepstakes entries and more than 145,000 instant win scratch offs played during this time as well. Most notably, each registrant averaged 4:58 per engagement, meaning people that downloaded the app really loved playing it.

13879

hours spent on this project

47.3

million project impressions

Launch Date March 17, 2013