Get a Magical Fortune from Your Bowl of Lucky Charms with 'Lucky’s Charmology' Campaign
General Mills has looked to stars (and hearts, horseshoes, clovers and blue moons) for its Lucky Charms to launch a magical, fortune telling experience like no other. The 'Lucky’s Charmology' campaign, developed by VMLY&R Commerce, is a mobile commerce experience that allows consumers to scan their bowl of Lucky Charms cereal to receive a unique reading of what luck their marshmallow charm’s magical fortune will bring them that day.
Upon going to LuckysCharmology.com, users will scan their cereal bowl with the camera function of a smart phone. The commerce experience will then offer up a personalized fortune based on the magical charms that rise to the top in that particular bowl, such as: “Luck is on your side!” “Big things are coming your way and what you’ve been waiting for will soon be a reality.” Keep up with the good vibe because that energy is serving as a magnet for luck.” Each fortune can be shared across social platforms to offer up additional engagement opportunities.
“We wanted to create an exclusive experience to break through with Gen Z in the cereal aisle”, said Graciela Sanchez, customer marketing associate manager at General Mills for Target. “Our research points to Gen Z and Millennials contributing to the growth of the astrology and mystical reading industry (now topping $1 billion), so embracing the magic of our brand and its distinct charms felt incredibly authentic.”
“Lucky’s Charmology” will also be supported with a social influencer campaign that brings a live “reading” experience to Lucky Charms fans from astrologer influencers Aliza Kelly (Instagram) and Stina Garbis (TikTok) every Friday during the month of May.
“This is a perfect example of the power of creative commerce,” says James Phillips, EVP executive creative director at VMLY&R Commerce. “With Lucky’s Charmology we’re not only amplifying brand love of Lucky Charms through the magical fortunes, but turning every fortune into a repeat usage occasion, and thus, purchase of consumers’ favorite cereal.”
The cereal bowl scanning technology was developed by the VMLY&R Commerce in-house Tech Lab exclusively for the launch of Lucky’s Charmology.
“We love how this idea offers a fun, engaging, and exclusive experience for Lucky Charms customers with not only the bowl scanning technology” says Betsy Reed, account director at VMLY&R Commerce, but also the social commerce extension to drive additional engagement each Friday during the month of May. You can access ‘Lucky’s Charmology’ mobile commerce experience at luckyscharmology.com and get a fortune of your own this May. Live “Charmologists” readings will be held every Friday in May on Instagram with Kelly and TikTok with Garbis, respectively.
