When Lucky Charms began planning the introduction their first charm in ten years…a UNICORN… they gave MKTG a call to make sure it was as much fun and flawlessly launched, as it was memorable and shareable experience.
In support of the introduction of the Unicorn charm, MKTG developed the “Lucky Charms Unicorn Land” at the Brookfield Zoo in Chicago that was essentially a “live pop-up book” experience that encouraged the creation and capture of kid’s very own unicorn stories of how the unicorn charm got its magical power.
We created an immersive experience for kids to let their imaginations run wild as they frolicked amongst the Lucky Charms storyline that we brought to life.
The experience: Upon entry into Unicorn Land, the kids were asked to draw what they imagined the unicorn looked like; to tell us what they thought it sounded like; and demonstrate to us what they thought its power was. In the next section, they got to meet Lucky the Leprechaun in person, jump into the “Charms Chase” booth to capture magical prizes, and best of all, walk away with a new box of Lucky Charms complete with the new unicorn charm.
To bring all of the elements together we also produced a live puppet show that Featured Lucky and the Unicorn. The participants were then asked to deliver their own show where they expressed their own personal interpretation of how the unicorn got into their box of cereal and what the unicorns magical power is.
In the end frankly, the big kids and the little kids had a blast. Take a look at the gallery below to get a taste of the action!
Via:: MKTG Blog