Lucky Charms pitch deck

1. 50 Days of
Magically Delicious:
A Celebration Story

2. 2
Your Lucky Team
Account
Director
Strategy
Lead
Media
Expert
Digital and Social
Expert
Executive
Sponsor
Joel
Curran
Peggy
Carlton
Ofer
Erenfeld
Laura
Chavoen
McKenzie
Mahoney

3. 3
What Makes MSLGROUP Magical
1. We are one of the top four PR agencies in the world
2. We’re content-centric and storytellers
3. We are a consumer powerhouse
4. We help brands connect with the playful side of consumers
both young and young-at-heart

4. 4
A Look at Lucky Charms 50th
Refreshed App
50 days of charms
Fan-centric
St. Patrick's Day
Celebratory Event
2014 =
50 Magically Delicious Years

5. 5
It’s a Charming Opportunity
Generate awareness and excitement
for “50 Days of Magically Delicious”
and a St. Patrick’s Day event
• Celebrate the fans
• Make it turn-key (budgets
and resources are tight)
• Engagement with any or all of it
Remind people of
their love for
Lucky Charms and that
the world is full of
magical possibilities.
Create moments of
wonder for the kid in all
of us

6. 6
The Lucky Charms
Fan Club
Many Generations
but all…

7. 7
The Age of Anniversaries
The heyday of boomer brands built during the dawn of
television are all now reaching milestones. How do we
stand apart?
50th 75th 100th

8. 8
Anniversaries Are Dull
Observations
Passive
Looking back
Remember

9. 9

10. 10
Participation
Active
Looking
forward
Celebrate
Birthdays!

11. 11
Lucky Charms Birthday Party
Creating a magical moment in time that lasts forever
Lucky Charms wants to celebrate its 50 years of
Magical Deliciousness the only way it can – with a
50-day birthday party!
Lucky Charms is doing things a little differently and is
giving the presents to its fans! From magically
delicious content to fantastic new charms (not made
of marshmallows).
Lucky Charms also has a few great party games in
store, a guest list of wonderful influencers and a few
surprises along the way.

12. 12
Unleashing the Power of Content
Media
58 Content pieces
8 Social platforms
5,800 Shares
58,000 Likes
10,000 #Lucky50 tags
200MM Media Impressions
1/20
1/27
2/3
1/6
2/10 2/17
2/24
3/3
3/10
3/17
1 Amazing Birthday

13. The Birthday Plan
13

14. 14
Create digital charms for social sharing (e.g. send a heart charm
for love, Lucky’s hat to wish someone good luck)
50 Magically Delicious Days
Supplement the Charmed 8 with 50 days of delicious content to share
*50k+ followers
Curate, celebrate and share existing Lucky Charms contentAggregate
Create
Eight thematic content captainsThe Charmed 8
50 Lucky Charms brand
champions & category
influencers*
More Than 8

15. 15
The Charmed 8: #Lucky50
Eight magical influencers*
each who embody a charm,
using Lucky Charms assets and their
talents to bring the charms to life!
New
Influencer
Every Week
Lucky Charm
Assets
+
Influencers
Original
Content
Document +
Share
Process
With fans
Content
Transforms
into Charity
Donation
Their fans
rewarded
with
“Charm”
products
Bring To Life
Power To Fly
Speed Things Up
Make Things Float
Control Time Invisibility
Instant Travel
Luck
*50k+ followers

16. 16
The Charmed 8
We’ve selected eight influencers that embody the spirit of the eight current
charms (luck, travel, life, etc.) and will engage them to create content and build
awareness for the 50 Days of Magically Delicious celebration.
Brett and Kate McKay: The Art of Manliness
Who?: The Art of Manliness is authored by husband and
wife team, Brett and Kate McKay. It features articles on
helping men be better husbands, better fathers, and
better men. In our search to uncover the lost art of
manliness, we’ll look to the past to find examples of
manliness in action. We’ll analyze the lives of great men
who knew what it meant to “man up” and hopefully learn
from them. And we’ll talk about the skills, manners, and
principles that every man should know. Since beginning
in January 2008, The Art of Manliness has already
gained 100,000+ subscribers and continues to grow
each week.
Influence Footprint:
Total Audience: 814,887
Twitter – 69,971
Facebook – 208,028
YouTube – 40,386
Instagram – 6,224
Google+ – 16,497
Blog – 473,781
Bri Emery
Who?: Bri Emery is an art director and the Los Angeles-
based founder and editor of designlovefest, a lifestyle
blog with an eye for design in style, DIY, food, travel,
entertaining and more. With an enticing and
recognizable aesthetic, Bri’s styling, creative direction
and design has transformed the designlovefest studio
into an arthouse creating original concept campaigns for
countless brands. Bri has been featured in publications
such as Elle Décor, Apartment Therapy, HGTV, Lucky
Magazine, Martha Stewart Weddings, The Los Angeles
times and more, and travels the world teaching
Photoshop to bloggers with her BLOGSHOP brand,
founded in 2011.
Influence Footprint:
Total Audience: 445,994
Twitter – 29,857
Facebook – 21,413
YouTube - 771
Pinterest – 301,145
Instagram – 72,808
Blog – 20,000+
Susan Whetzel: DoughMessTic
Who?: Thanks for asking. I’m Susan Whetzel. I am a wife
to Jon, and a Mom to 4 year old Seven. We have a home
in Virginia, in a small town in the mountains. We’ll never
leave, I imagine. It’s where I was born…hard to see
myself anywhere but here. I’ve been married for about 12
years now, and together since 1992. I know, I know. That
makes me…old. Old-ish, anyway. I’m 36, in case you like
to know those kinds of things. Somedays I feel older.
Somedays, I wonder how I could possibly be in my
thirties. I guess we’re all that way to an extent. It’s life.
Influence Footprint:
Total Audience: 445,994
Twitter – 29,857
Facebook – 21,413
YouTube - 771
Pinterest – 301,145
Instagram – 72,808
Blog – 20,000+

17. 17
Bringing Luck and Love
29,857
21,413
771
301,145
72,808
20,000+
Bri Emery
Total Audience: 445,994
.
Bri’s craft will be
donated to a local
Los Angeles charity
Bri will write a blog
post and capture
images of her
process for the Lucky
Charms channels
Bri Emery will create
a clover-themed
DIY craft and/or party
video

18. 18
Taking It to the Next Level
69,971
208,028
40,386
16,497
6,224
473,781
Brett and Kate McKay
Total Audience: 814,887
Brett & Kate will discuss
their ideas and capture
images of the process
for the Lucky Charms
channels
Brett & Kate’s Box will
be donated to a Big
Brothers charity.
Brett & Kate will create a
Box of Manliness that
focuses on Being
Young at Heart and
finding your own
“Manliness”

19. 19
50 Delicious Pieces of Content
• Each day, Lucky Charms will release a new, original, lightly branded piece of content
(loosely) tied to that day’s charm and/or that week’s theme.
• The content will be created by ‘power middle’ influencers with social reach of 5,000+.
• The content will then be shared with the creators’ networks, the Lucky Charms networks
and reference the physical charm.
• Each day will feature a Fan Challenge, and participants will be randomly surprised &
delighted with that day’s charm, product or coupons.
#Lucky50

20. 20
Powering the Magic: IMpact

21. 21
Those Magical Moments
6,570
14,202
7,838
25,582
The Wiegands
Total Audience: 62,487
Casey will create a
downloadable desktop/
smartphone wallpaper
FAN CHALLENGE:
Capture a location that
is meaningful to you &
tag it @LuckyCharms or
#Lucky50

22. 22
Magical Ingredients
3,606
6,635
5,089
18,406
ManMade DIY
Total Audience: 33,736
Chris will create a
recipe and post for a
Lucky Charms
milkshake
FAN CHALLENGE:
Create your own Lucky
Charms recipe & tag it
@LuckyCharms or
#Lucky50

23. 23
Making Magic Everywhere
1,233
5,623
8,999
10,522
Design, Dining & Diapers
Total Audience: 26,407
Taryn will create a
Spring Wreath inspired
by Lucky Charms!
FAN CHALLENGE:
Capture an image or
create a wreath, flag,
sign or other design
hinting to the coming of
spring and tag it
@LuckyCharms or
#Lucky50

24. 24
Magical Moments in Time
43
314
6,259
150
i draw on cats
Total Audience: 6,768
Amanda will bring the
Hourglass charm to life
in one of her ‘charming’
drawings on her cat
Bob.
FAN CHALLENGE:
Capture and transform
an image in some way
and Tag it
@LuckyCharms or
#Lucky50

25. 25
Finding Fun Everywhere
4,568
1,100
298
2,500
Our Own Path
Total Audience: 8,466
Bessie & Kyle will
capture and share the
dyeing of the Chicago
River for this year’s
parade!
FAN CHALLENGE:
Make it Your own, take
a picture and Tag it
@LuckyCharms or
#Lucky50

26. The Cake
26

27. 27
Our Final Charm – The Rainbow
• The icing on this birthday cake is in how we bring the final charm to our consumers…
• On March 17th call to action for mass participation
• Consumers snap rainbow pics and tag #lucky50
• 50 randomly selected get charm prize pack
• 10 Magically Delicious Tailgate Parties
– Partner with retailer such as Target to host five
to 10 pop-up tailgate birthday parties in parking lot.
– Consumers are given clues via social media
to find a rainbow in their city. Elements include
• Lucky Charms tent – complete with rainbows
• Lucky mascot at events taking picture and making magic
• Cereal giveaways/tailgate
• Distribution of coupons for retro Lucky Charms package,
prizes of the 50 charms

28. 28
Our Final Charm
• March 17: Lucky brings a massive rainbow to Manhattan
• Consumers snap rainbows pics and tag #lucky50
• Media alerted to
the wonder

29. Media
29

30. 30
Media Arch
• Editor Mailings: use assets and send gift
bags with special partnerships to cover
both socially and editorially.
• Charm Influencers: take content
creation and pitch out (i.e. travel
influencer- the best places in the US to
get lucky or best places to see a
rainbow)
• National Broadcast: Lucky to serve as
bartender on Bravo’s Watch What
Happens Live (paid support)
• Social Engagement: unveil certain
partnerships that are tied to social media
for increased engagement
• Free/Deal Sites: unveil giveaways for
coverage and engagement
• Introduce Lucky Charms 50th
Anniversary
• 10 things you didn’t know about Lucky
and his charms
• Top 50 days giveaways, nostalgia/history
of Lucky Charms
• National Print: New York Times,
USA Today
• Where brand is, what has changed, iconic
piece of Lucky Charms and why it’s still so
popular today
• National Online: Huffington Post,
Mashable, TechCrunch, Gizmodo
• 50th Anniversary, Kid at Heart and
celebrating 50 days of Magically
Delicious, Chase for the Charm App)
• Advertising and Marketing Media:
AdWeek, AdAge, Media Bistro
• Launch and Top Partnerships
• Paid Media: Nick Cannon entertainment
show appearance
Build awareness and excitement leading up to
“50 Days” and Celebratory Event)
Create targeted pitches and angles where we take asset
and go to the top person in each category for coverage
Pre-Buzz
• Social Media: tease celebratory event
through weekly call to action through
Facebook, Instagram and twitter photo
sharing
• Local Press: target local print and online
outlets in cities where rainbow
projections is to cover and offer exclusive
for day of event broadcast
• National Press: obtain exclusive
broadcast to birthday and rainbow
projection celebration and coverage in
national print and online for day of event
• Paid Media: Buzzfeed sponsored post,
Bravo Watch What Happens Live
Bartender
Contact National and Local Press to cover tagged
posts nationally and regionally
50 Days of Magically Delicious Celebratory Event

31. 31
Sometimes You Need More Than Luck
Beauty
Music
Food
Target Influential Media (strategic and laser-focused) throughout each phase for
pick up and trickle-down effect to smaller media outlets.

32. 32
Floating a Few Ideas
• A mini documentary of all the different footage of
Lucky Charms over time
• A Lucky Charms jingle ringtone
– A playlist mash-up with a DJ that incorporates the jingle in a song
• Stickers of the marshmallow shapes and Lucky
• 4SQ relationship – get coupons, etc., when check into fun places
• Make ‘charm plushies’
• Lucky at the Celtics game

33. Thank You