We knew people loved the Lucky Charms marshmallows. So we thought, let's give the people what they want--actually, let's give them even more: a box of Lucky Charms Marshmallow ONLY. And we only made 10 to heighten the buzz and create a frenzy as people tried to get one through the #Lucky10Sweepstakes.

We created a week-long social campaign/sweepstakes that would give 10 lucky people the chance to win what we knew they wanted: Marshmallow-Only Lucky Charms. They entered by taking a selfie with an imaginary Marshmallow Only box and hashtagging

#Lucky10Sweepstakes on Facebook, Twitter, or Instagram. We used Biz Markie to explain the entry mechanic and spread the word about the campaign with a launch video set to his hit song “Just a Friend." We also partnered with Buzzfeed to create listicles about Lucky Charms and the Marshmallow-Only campaign. When the contest was over, we sent our 10 lucky winners their specially designed box of Marshmallow-Only Lucky Charms.

Marshmallow Only generated 540 million earned impressions, resulting in over 30,000 mentions across Twitter and Facebook over the 7-day live period. We trended on Facebook. We also reached 2.5 million unique TV viewers (a platform in which no media was invested) through earned media alone and received over 3,000 entries to the sweepstakes. The campaign was mentioned 837 times across press and news clips including dedicated stories on Good Morning America and The Today Show, two flagship news programs in the USA. All of this lead to an estimated Ad Value of $780,265.00.