Lucky Charms Leprechaun Trap Promotion for St. Patrick’s Day

Source: General Mills

This past Monday was St. Patrick’s Day and of course we saw many a brand step up and do “holiday” promotions including giveaways, green products, and brand activations. It’s one of the most fun days of the year when it comes to marketing. This and maybe April Fool’s Day which of course is coming up!

One of the most fun promotions that stuck out to me is from Lucky Charms cereal, a brand you could say has a heritage in St. Patrick’s Day and the leprechauns that uniquely celebrate it.

Trapping leprechauns is a big part of Lucky Charms cereal … it’s one piece of the brand’s equity that makes the brand experience so much fun. Which is why I am so intrigued by the brand’s St. Patrick’s Day promotion this year where on limited edition packages the brand’s mascot “Lucky the Leprechaun” has gone missing and consumers have been invited to “trap” him using the back of the package.

Clever. Great brand engagement using the package likely right while you are also consuming the product!

Physical activations in Minneapolis (home to General Mills) and Miami gave consumers a chance to interact live with the Brand and a partnership with Hasbro created a board game to play at home as well. Good campaigns give consumers multiple avenues to participate.

This isn’t the first year that Lucky Charms has based their St. Patrick’s Day promotion on their mascot and trapping leprechauns … year over year consistency has been the brand’s hallmark, which is quite impressive. It’s the brand’s equity and it’s sticking to it! They own it!

I’m betting we shall see a repeat performance next year too, pending positive results this year.

Can your own a holiday activation? What’s your experience? JIM