Explore a Magical World with New Lucky Charms AR Game “Journey to The Magic Gems”

Rhea-AI Summary

General Mills introduces an augmented reality game, Journey to the Magic Gems, allowing families to interact with Lucky Charms and enhance local parks with LED lights. The game celebrates the return of the limited-edition Magic Gems cereal, which quickly sold out earlier this summer. Developed in partnership with Niantic, the mobile game encourages outdoor exploration while offering a sweepstakes to nominate parks for a glow-up. General Mills aims to engage consumers through innovative experiences, linking brand activities with community enhancement.

Positive

• Launch of interactive AR game enhances brand engagement.
• Partnership with Niantic taps into popular gaming trends.
• Opportunity for consumers to nominate parks for community improvement.

Negative

• None.

Families Can Bring the Power of Lucky’s Charms to Life in New Interactive Game and Have the Chance to Nominate a Local Park for the Ultimate Glow-Up

MINNEAPOLIS--(BUSINESS WIRE)-- Lucky Charms is extending its magic beyond the cereal bowl and transforming neighborhoods into Lucky the Leprechaun’s world with the launch of the brand’s first augmented reality game, “Journey to the Magic Gems.” Together, families can play the game to harness the power of the new Lucky Charms Magic Gem charms – which have been stowed away in the goblin den for centuries – to see in the (virtual) dark with rainbow vision and even unlock the chance to give their local park an LED lights glow-up.

Explore a Magical World with New Lucky Charms AR Game “Journey to The Magic Gems” (Photo: Business Wire)

Supported in partnership with Niantic, the creators of Pokémon GO, the Journey to the Magic Gems free mobile web-based AR game celebrates the nationwide return of the limited-edition Lucky Charms Magic Gems cereal which quickly sold out on shelves earlier this summer. Each Magic Gem, holding within them the power of rainbow vision to see in the dark, helps whoever finds them navigate their way through the darkest of places.

“This new experience invites families to get outside and explore Lucky's world by unlocking the power of his charms to find the newly coveted magic gem,” said Mindy Murray, Sr. Marketing Communications Manager at General Mills.

To play, families can visit journeytothegems.com or use the QR code on the Lucky Charms Magic Gems cereal box to launch the web-based AR game experience, which was developed using Niantic’s 8^th Wall platform. From there, families are encouraged to head to their nearest park to play the game and join Lucky on his magical adventure.

At the start of the game, players will be introduced to an AR version of their surroundings and prompted to find the first Magic Gem. Once found, the power of rainbow vision is unlocked, and the phone screen will transition to dark mode. Players must harness the power of the Magic Gems to see in the dark and collect all the magically delicious charms that are hidden in plain sight.

Those who opt into the sweepstakes prior to starting the game and collect Lucky Charms are eligible for a chance to win the ultimate prize, the chance to nominate a local park of their choice for an LED lights glow-up. The Lucky Charms-inspired park glow-up will harness the rainbow vision power of the Magic Gem to light up the park in a new way giving families the opportunity to enjoy even more playtime together.

Grab your own box of limited-edition Lucky Charms Magic Gems as they magically appear on shelves at retailers nationwide and join in on the fun of exploring Lucky’s world.

About General Mills

General Mills makes food the world loves. The company is guided by its Accelerate strategy to drive shareholder value by boldly building its brands, relentlessly innovating, unleashing its scale and standing for good. Its portfolio of beloved brands includes household names such as Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Yoplait, Annie’s, Wanchai Ferry, Yoki and more. Headquartered in Minneapolis, Minnesota, USA, General Mills generated fiscal 2022 net sales of U.S. $19.0 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1.1 billion.

View source version on businesswire.com: https://www.businesswire.com/news/home/20221004005261/en/

General Mills Communications

763-764-6364

media.line@genmills.com

Edelman

Amanda Vassall

amanda.vassall@edelman.com

Source: General Mills

FAQ

What is the new game launched by General Mills?

General Mills launched an augmented reality game called 'Journey to the Magic Gems'.

How can families participate in the Lucky Charms game?

Families can play by visiting journeytothegems.com or scanning a QR code on the Magic Gems cereal box.

What are the benefits of playing the new Lucky Charms game?

Players can unlock the power of 'rainbow vision' and have a chance to nominate local parks for an LED glow-up.

When did the limited-edition Lucky Charms Magic Gems cereal return?

The limited-edition Lucky Charms Magic Gems cereal returned and quickly sold out earlier this summer.

What company is behind the Magic Gems cereal and game?

The company behind the Magic Gems cereal and game is General Mills, with the stock symbol GIS.