Lucky Charms is rolling out a special-edition version of the cereal for St. Patrick’s Day, transforming all the marshmallows into clovers. The cereal is available in stores across the U.S.
Lucky Charms combines whole grain oats (11g per serving) with eight varieties of marshmallows.
Additionally, grown-up fans of Lucky Charms can now experience the “Chase for the Charms” for a chance to enter to win $10,000 in gold.
Beginning St. Patrick’s Day, grown-up cereal lovers can download the free “Chase for the Charms” app and step into augmented reality as a super fan chasing after Lucky the Leprechaun to capture his charms.
With each charm captured, people have the chance to instantly win a prize such as a Lucky Charms personal cereal dispenser or the opportunity to be animated into a national TV commercial. Additionally, each captured charm earns players an entry into a sweepstakes for a chance to win $10,000 worth of real gold. Complete sweepstakes details are available here.
The free app is available through iTunes, the Android Marketplace and Google Play.
“Lucky Charms is a cereal that appeals to not only children, but adults as well,” said Greg Pearson, Lucky Charms marketing manager. “With the Chase for the Charms app we’re giving grown up fans of Lucky Charms a chance to tap your inner kid while chasing down Lucky and potentially winning some of his pot of gold.”