Journey to the Magic Gems

October 2022 - January 2023

They're Always After Me Lucky Charms

In what could only be described as an absolutely groundbreaking partnership, General Mills and Niantic really outdid themselves with this one. Who would have thought that a breakfast cereal could be the key to unlocking the future of augmented reality gaming?

All you had to do was scan a QR code on the cereal box and head to your local park to start discovering Magic Gems. It’s like a treasure hunt, but instead of actually finding something valuable, you get the joy of providing free labor collecting the data Niantic needs to build their next games.

The DNS entries for the domain name journeytothegems.com were unceremoniously removed in July of 2023.