When General Mills introduced two new rainbow marshmallow pieces to its iconic Lucky Charms cereal, the McCann Always On team seized on the addition as a perfect opportunity to salute the LGBT community during June 2013 pride month. The result was the launch of #LuckyToBe, a new social good initiative for General Mills, part of the team’s ongoing ‘Hello, Cereal Lovers’ campaign. McCann Always On built the LuckyToBe site experience on Tumblr (http://luckyto.be/), and used the #LuckyToBe hashtag to drive mentions across Facebook, Twitter and Instagram. The initiative was kick-started by experimenting with paid media via Tumblr Radar, which quickly generated 3 million views. A video was then launched on You Tube and activated via social paid media on Facebook and Twitter. The team also handled #LuckyToBe event activations at the Minneapolis Rainbow Run and Pride Parade in mid-June. As part of the program, people were asked to Tweet or Instagram why they are #LuckyToBe you with hashtag #LuckyToBe. And for the design/creatively-inclined, as part of the Tumblr initiative the Triple Rainbow Marbit was released into the world for artistic remixing.