Client: Lucky Charms
Team: Saatchi & Saatchi New York
Project: Marshmallows Only Social Campaign
Lucky Charms receives countless calls, emails, tweets and Facebook posts from marshmallow-obsessed fans longing for a box filled with only marshmallows. What if Lucky Charms made their dreams come true with a limited-edition marshmallow only box?
We designed a campaign that delighted and entertained Lucky Charms fans and encouraged them to share their love for the magically-delicious cereal. My role was creating a user journey for the overall experience to help communicate the idea to the client.
To enter, fans shared a photo of themselves holding an imaginary box of Lucky Charms on Facebook, Twitter or Instagram with the hashtag #Lucky10Sweepstakes.
Lucky Charms responded to all entries with custom GIFs, and the “Lucky 10” received limited-edition boxes of Lucky Charms Marshmallows Only cereal!