General Mills-Lucky Charms Unicorn Land

April 2018
Experiential Activation
Chicago, IL
1,000 - 5,000 Attendees
MKTG created unicorn land to help General Mills Lucky Charms introduce their new unicorn marshmallow. Children at the brookfield zoo were greeted with this unique experience where they unlocked clues into lucky’s new friend, and crafted their own story of how Lucky the Leprechaun gave his unicorn pal its new powers. The Children were tasked with discovering the new character through a series of interactive scavenger hunts and group exercises. They used their imagination to discover the sounds that the magical creature created and in our immersive room, they were echoed back out through the experience to their delight. At the final room, a puppet show story time was put on for the children where the kids could interact with the narrative in a improvisational way to create a crowdsourced story time experience. While attendees navigated each room, a team of videographers followed along capturing content to be utilized in further campaign and commercial advertising strategies. The stories collected over this two day initiative lead to a larger brand campaign that will be unveiled in the fall of 2018.
Event Team
Agencies & Vendors
  • Experiential Agency
    Multiple locations
  • Signage & Printing
    San Antonio, TX