Lucky the leprechaun’s celebration of his fans kicked off during music’s biggest award night of the year with a tribute ad featuring pop vocal sensation Pentatonix singing his magically delicious jingle. The festivities will culminate on the luckiest day of the year—and Lucky’s 50th birthday—St. Patrick’s Day (March 17). Throughout the 50-day celebration, surprises will pop-up in unexpected places across the country and online for everyone to get in on the fun. Consumers can visit LuckyWasHere.com for a daily dose of delight, and beginning March 4, 2014, to play the “Where’s Lucky?” game for the chance to win exclusive limited edition prizes. Consumers can also follow #LuckyWasHere to see where Lucky and his charms pop-up over the next 50 days.
“Lucky Charms fans have always been the inspiration for keeping the magic alive and staying young at heart,” said Nicci Trovinger, associate marketing manager for Lucky Charms. “Lucky Charms cereal is part of our pop culture and we want to thank fans everywhere by giving back with special surprises and fun for everyone, just as Lucky the Leprechaun has for the past 50 years.”