Lucky Charms & Niantic Launch New AR Mobile Game

Search for Magic Gems at your local park for a chance to win big.

Everyone’s favorite Leprechaun-themed breakfast serial Lucky Charms has partnered with augmented reality (AR) specialists Niantic to launch Journey to the Gems, a new AR mobile game that has you scouring real-world parks in search of “magically delicious charms” hidden throughout the environment.

The web-based AR experience was developed using Niantic’s 8th Wall platform, which means you don’t need to download any apps in order to play. You simply scan the QR code provided on the limited-edition Lucky Charms Magic Gems cereal box and tap the link provided to open the game on your mobile web browser.

From here, you’ll be prompted to visit your closest park. You’ll then be introduced to an AR version of your surroundings before embarking on a search for the first Magic Gem. After recovering the first prize you’ll unlock ‘Rainbow Vision’ and the game will automatically switch to dark mode. From here on out you’ll use the power of the Magic Gems to explore “the darkest of places” and collect all the hidden items.

But it doesn’t stop there. Those who sign up for the official sweepstakes before starting the game will be eligible to win a special prize: a complete LED makeover of the local park of their choice.

“This new experience invites families to get outside and explore Lucky’s world by unlocking the power of his charms to find the newly coveted magic gem,” said Mindy Murray, Sr. Marketing Communications Manager at General Mills in an official release.

“The Lucky Charms-inspired park glow-up will harness the rainbow vision power of the Magic Gem to light up the park in a new way giving families the opportunity to enjoy even more playtime together,” said the official release.

Journey to the Gem is available now on compatible smartphones. Scan the QR code located above or on a box of limited-edition Lucky Charms Magic Gems to get started. There’s even a neat park-finder feature you can use to locate the nearest compatible location. For more information visit journeytothegems.com.

Niantic is the same team behind popular location-based AR games such as Pokémon GO, Pikmin Bloom, and the upcoming Marvel World of Heroes. This past March, the company announced its aquisition of WebAR development platform 8th Wall. Since then, Niantic has been hard at work expanding its “real-world metaverse.” More information on that can be found here.

Image Credit: Lucky Charms