#LuckyToBe 100% Me

July 2013
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When General Mills introduced two new rainbow marshmallow pieces to its iconic Lucky Charms cereal, the McCann Always On team seized on the addition as a perfect opportunity to salute the LGBT community during June 2013 pride month. The result was the launch of #LuckyToBe, a new social good initiative for General Mills, part of the team’s ongoing ‘Hello, Cereal Lovers’ campaign.

McCann Always On built the LuckyToBe site experience on Tumblr (, and used the #LuckyToBe hashtag to drive mentions across Facebook, Twitter and Instagram. The initiative was kick-started by experimenting with paid media via Tumblr Radar, which quickly generated 3 million views. A video was then launched on You Tube and activated via social paid media on Facebook and Twitter. The team also handled #LuckyToBe event activations at the Minneapolis Rainbow Run and Pride Parade in mid-June. As part of the program, people were asked to Tweet or Instagram why they are #LuckyToBe you with hashtag #LuckyToBe. And for the design/creatively-inclined, as part of the Tumblr initiative the Triple Rainbow Marbit was

Advertising Agency: McCann Always On, USA
Strategy Director: Sharon Panelo
Copywriter: Lauren Demarest
Art Director: Ryan Quigley
Video Animation: Denis Randall / Atmosphere13

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kleenex's picture
42416 Activity Scores

not a bad ad, just not that special.