Mar 15, 2013 • By

A chase for the ‘Charms’

Just in time for St. Patrick’s Day, a shot at sweet victory has come for adult Lucky Charms fans who grew up watching Lucky the Leprechaun evade charm-chasing kids.

Beginning on St. Patrick’s Day (Sunday, March 17), fans of the brand can download the Chase for the Charms application, or “app,” and experience the “chase” for Lucky’s charms in a brand new way.

The application uses augmented reality technology to make the player feel like he or she is actually chasing after the eight Lucky Charms marshmallow charms that are contained in every box of Lucky Charms cereal.

Players can “capture,” or tap, the charms for the chance to instantly win prizes – including a case of cereal, a T-shirt or a personalized Lucky Charms cereal dispenser – or the opportunity to be animated into a national Lucky Charms TV commercial.

For each charm captured, the player is also entered into a sweepstakes to win $10,000 worth of real gold from Lucky’s pot of gold!

The application will be available through iTunes, the Android Marketplace and Google Play on St. Patrick’s Day.

This fun backstory likens the intensity, passion, and drama of storm chasers to the pursuit of Lucky’s magical charms.

General Mills has partnered with Machinima, a popular video entertainment network on You Tube, for the first time to promote the video trailer on its network.

To generate additional buzz, today Lucky Charms released this cool mashup music video of Lucky Charms commercials by “melodysheep.”

The Chase for the Charms campaign is the just the latest example of how Lucky Charms is looking to reconnect with adult fans. Last fall, the brand introduced its first TV commercial for adults.

In addition to the Chase for the Charms campaign, the Lucky Charms team is giving fans another reason to celebrate this St. Patrick’s Day by rolling out a special-edition version of the cereal featuring all clover marshmallows — available now in stores across the U.S.

Good luck with on the Chase for the Charms this Sunday! Let us know what you think of the video and game.

Editor’s Note: Complete sweepstakes details are available at