Lucky Charms uses augmented reality for contest app

03/12/2013 | Advertising Age (tiered subscription model)

General Mills has designed an augmented reality application for nostalgic adult fans of Lucky Charms cereal, a new target for the brand, writes E.J. Schultz. A video for the app, which promotes the idea of chasing Lucky the Leprechaun's iconic "charms," has run on a Machinima gamers site on YouTube and a Melodysheep music video with a commercial mashup has been crafted by John Boswell. The app debuts on St. Patrick's Day and features a contest with the grand prize of $10,000 in gold.

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