Lucky Charms cereal enters augmented reality with an app called “Chase for the Charms.”

This app is part of the brand’s new strategy to target adult consumers who grew up with Lucky Charms and the Lucky the Leprechaun character.

The “Chase for the Charms” app makes its debut on March 17, 2013 aka St. Patrick’s Day. It will be available for Android and iOS devices. The objective of the game is to capture, or tap on your mobile screen, Lucky’s charms as they appear and move in augmented reality form. Basically, it allows users to find virtual marshmallow treats at the end of Lucky the Leprechaun’s rainbow.

Participants will play for the chance to win prizes like a cereal dispenser, T-shirts or a chance to be an animated character in a Lucky Charms TV commercial. And what is the grand prize, you may ask? A pot of gold, of course! Well, $10,000 to be exact.

This is a great example for how brands can take advantage of the augmented reality technology in their marketing and branding efforts. Lucky Charms will be able to tie-in their offline and online marketing efforts with the app. For decades, they have been portraying this chasing game in their advertisements and TV commercials.

Now, because of augmented reality technology, they can bring the game to life. This allows the Lucky Charms consumers to actually play the game, versus watching others or animated characters play it on television.

Watch the tailor below and learn more about the game rules here.

If you join the chase and collect some magically delicious charms, be sure to tell us about it in the comments box below!