Lucky Charms, which is owned by General Mills, has released its first augmented reality game, “Journey to the Magic Gems.” In collaboration with Niantic, the free, mobile, web-based AR game was released. Players are tasked with locating the first Magic Gem, which grants them “the power of rainbow vision.” Many firms are fusing digital and in-person purchasing by integrating augmented reality and digital options for engagement via social media. In the past, General Mills used augmented reality for their Cheerios brand, allowing customers to construct their own virtual forest or wildflower garden. To get even closer to its customers, the cereal company also created its first consumer loyalty programme.
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