General Mills’ Lucky Charms Harnesses ‘Magic’ and Consumer Engagement With AR
... The cereal brand has launched its first AR game, “Journey to the Magic Gems,” which transforms real-life parks into Lucky the Leprechaun’s world.
The free, mobile, web-based AR game was launched in partnership with Niantic, which created Pokémon GO.
To play, customers can visit journeytothegems.com or scan a QR code on any Lucky Charms Magic Gems cereal box — a limited-edition version of the cereal that is making its return after selling out earlier this summer. They then make their way to a local park to participate.
Players are prompted to find the first Magic Gem — which provides “the power of rainbow vision to see in the dark and navigate through the darkest of places. Once found, rainbow vision is turned on and the player’s phone screen transitions to dark mode. Players will then have the chance to collect all the charms that are hidden in plain sight. ...
Participants who opt in prior to joining the game can win the chance to nominate a local park for an LED glow-up so visitors can enjoy more time at the park together. ...
See the full story here: https://consumergoods.com/general-mills-lucky-charms-harnesses-magic-and-consumer-engagement-ar
