Lucky Charms is transforming neighborhoods into mascot Lucky the Leprechaun’s world with the launch of the brand’s first augmented reality (AR) game, Journey to the Magic Gems. Within the game, consumers can 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.
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.