Lucky Charms targets the ‘marshmallow-obsessed’ in hashtag sweepstakes

It’s magically delicious and extremely rare.

Finally, General Mills is releasing boxes of Lucky Charms that only have the sweetly flavored marshmallows and not the stale-tasting toasted oat pieces that get in the way of a delicious, if not strictly nutritious, start to the day. But there’s a social media marketing catch: The brand is giving away the cereal to only 10 winners as part of a social media campaign dubbed #Lucky10Sweepstakes.

To win a box, fans have to take a picture of themselves holding an imaginary “Lucky Charms Marshmallows” box and tag it with the hashtag on Twitter, Instagram or Facebook. The contest ends Sunday. It’s akin to Willy Wonka, only the winners get boxes of cereal rather than a life-altering adventure gone horribly awry.

“The Lucky Charms team receives countless calls, emails, tweets and Facebook posts from marshmallow-obsessed fans longing for a box filled with only the magically-delicious marshmallows,” it said on its blog.

Lucky Charms also gave rapper Biz Markie some work in a parody music video that shows him rapping the words “marshmallow only” for a minute and a half that has been viewed 270,000 times. Turn the speakers down:

Odds of winning are slim the hashtag has been used thousands of times on the three social networks, combined. On Twitter alone, Topsy measured more than 1,000 people using #Lucky10Sweepstakes with some interesting entries:

“We wanted to have a little fun and connect with our fans. It needed to be easy and accessible for everyone to have a chance to win and celebrate what makes us, us – the marshmallows,” wrote Amanda Hill, a Lucky Charms marketing manager.

Lucky Charms has been taunting fans about the existence of a marshmallow-only version for a while by sending them to influential people with a large social media presence, like Kylie Jenner and Blake Shelton.
Digiday Top Stories
  • As live events disappear, experiential agencies are fighting to survive

    Experiential agencies are aiming to not only adapt planned events to be digital but working on technology to make them more immersive or working to bring personalization to consumers’ front doors.

  • With in-person shoots out of the question, advertisers turn to CGI

    As the coronavirus-related lockdowns and social distancing rules continue around the globe, in-person commercial shoots have come to a standstill.  Now advertisers are increasingly turning to production companies with computer-generated imagery, visual-effects and animation capabilities to add the finishing touches to campaigns already in progress and — in some cases — start discussions about creating […]

  • Member Exclusive
    With ads on hold, agencies face an identity crisis

    This is the third of a weekly column about the big changes and challenges facing media and marketing leaders. Be sure to join Digiday+, our membership program, to get access to this column and all Digiday articles, research and more. Like many business owners, the first reaction to the unfolding coronavirus crisis by ad agencies was […]

  • Member Exclusive
    Why this crisis will further change the job of the CMO

    For years, C-Suite executives have seen marketing as a cost center. With coronavirus, they have a test case for how businesses handle those cut costs.

  • Member Exclusive
    Digiday Research: 73% of ad buyers have clients ‘pausing’ spending

    A new survey by Digiday found that 75% of media buyers say their clients are reducing their marketing spend due to the coronavirus. In a separate question, 73% of buyers also said that clients were pausing their marketing expenditure on various channels almost entirely.