VML Celebrates Duo of Wins at Adweek Experiential Awards 2024

Best Use of Mobile in an Experiential Activation category winner

Faced with the challenge of reconnecting Lucky Charms with Gen Z, VML crafted "Charmology," an inventive campaign that tapped into the demographic's fascination with astrology. Collaborating with psychic influencer Aliza Kelly, the initiative transformed cereal consumption into a mystical experience, where marshmallow patterns were interpreted as personalized fortunes.

The campaign leveraged mobile technology to deliver live reading sessions on social media, allowing consumers to engage directly with the brand. This approach not only reignited interest in Lucky Charms but also resulted in a significant sales boost, with a 37% increase reported. The campaign's reach was extensive, achieving 4.9 million impressions per session and an engagement rate exceeding 53%.

Best Experiential Activation by a Travel Brand category winner

To elevate Tennessee as a family travel destination, VML introduced "Tennessee Playcation," a novel concept that linked tourism with play. The campaign featured a toy catalog showcasing 39 custom-made toys inspired by the state's attractions, designed to transform into real-life vacation experiences.

This imaginative approach resonated with children, who became key influencers in their families' travel decisions. The campaign's success is reflected in its impressive metrics: $406.8 million in earned media, 11,190 toys sold, and 30,169 trips booked. By capturing the imagination of young travelers, Tennessee positioned itself as a premier choice for family vacations.