Marketing Currents - Business and Marketing Current Events

Lucky Charms & Niantic Launch New AR Mobile Game


Everyone’s favorite Leprechaun-themed breakfast cereal Lucky Charms has partnered with augmented reality (AR) specialists Niantic to launch Journey to the Gems, a new AR mobile game that has you scouring real-world parks in search of “magically delicious charms” hidden throughout the environment.

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Discussion Questions:

  1. What is branding?
  2. What is a mascot?
  3. Why do brands use mascots in their marketing?
  4. Who is the Lucky Charms mascot?
  5. Why do you think Lucky Charms uses a mascot in their marketing?
  6. What is digital marketing?
  7. Why is digital marketing important to brands?
  8. What is consumer engagement?
  9. What is AR?
  10. How do you think AR helps to boost levels of consumer engagement?
  11. Based on information from this news story, describe the new AR initiative from Lucky Charms.
  12. What is gamification?
  13. How might this news story represent an example of gamification?
  14. What do you think Lucky Charms hopes to accomplish with this campaign?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.