General Mills' Lucky Charms Harnesses ‘Magic’ and Consumer Engagement With AR
This isn’t the first time a brand is embracing AR in order to cement a loyal fan base and encourage interaction. Chip brand Doritos, owned by Frito-Lay’s division of PepsiCo, recently allowed consumers to transform their surroundings into Doritos as part of ongoing social media efforts on TikTok and Snapchat. The company also jumped into gaming with its Fortnite launch.
Many brands are also looking to disrupt the traditional store experience, marrying digital and in-person shopping by introducing AR and digital opportunities to engage through social media. For example, Nike recently launched a pop-up store that provided a content studio as well as in-store augmented reality features.
Other brands have zoned in on opportunities to leverage AR to showcase real-world results related to product offerings. Recently, Colgate-Palmoive partnered with Perfect Corp. for a tooth-whitening algorithm and AR experience through which consumers use their smartphones to visualize what their smile would look like after using the Colgate-brand Optic White Overnight Teeth Whitening Pen for two weeks.
General Mills Looking to Get Closer to the Consumer
It’s no surprise the cereal brand is launching initiatives that encourage brand interaction. Parent company General Mills' has leveraged augmented reality for its Cheerios brand in the past, allowing customers to create their own virtual forest or wildflower garden. It is also investing in ways to get even closer to its consumers, even recently launching its first consumer loyalty program.
The brand is looking to build up its first-party data library, and also bolster its analytics strategy to create a more robust experience for consumers that creates ongoing learnings that drive further innovation.
“The pandemic has reinforced our belief that our scale in food can create distinct competitive advantages for General Mills,” said Dana McNabb, chief strategy and growth officer, at the Consumer Analyst Group of New York (CAGNY) conference earlier this year. “We think going big in digital and technology … will create value by unlocking insights, growth, and efficiency across every aspect of our business.”
Looking to learn more about digital transformations and innovative marketing techniques? Register for this year’s Consumer Goods Sales & Marketing Summit, being held on October 26 through 28 in New York City. Register today!