We teased the promotion through multiple outlets with a movie trailer. This included postings on the Lucky Charms’ YouTube page and a partnership with Machinina, a YouTube entertainment channel focused on gaming with more than 7,000,000 subscribers. Machinima developed a mash up for the campaign with director Melody Sheep that garnered 900,000+ YouTube views.

In concert with the launch, PR efforts were ramped up through the media, including Ad Age, Buzzfeed.com and Mashable.com with estimated impressions at 47.3MM. Lucky Charms stepped up their efforts on their Facebook page too, by finding unique ways to engage their fans in the promotion, including teasers via promoted posts. Given the ability to continually enter the promotion, a sustained push was made throughout to ensure repeat visits.

Lucky Charms used their biggest piece of real estate, the package (quantity 1.2MM), to drive awareness for both the St. Patrick’s Day and the promotion.