Last August we covered a new and original smart-speaker audio campaign for Lucky Charms, created by short-form audio producer SpokenLayer. Today we learn that the “Lucky Charms Magical Mission” creative has won the Digiday Award for Best Audio Campaign in 2020.
The campaign is a scripted adventure for kids, containing interactive elements which determine how the story proceeds. Mindshare collaborated with SpokenLayer in the effort. The Magical Mission could be activated in Amazon Alexa and Google Assistant devices, and was also placed in Spotify.
SpokenLayer is best known for audio production services marketed to brands for placement in smart speakers and on brand websites. The Lucky Charms award is a high point of recognition for the company’s extension as a creative studio — a goal for company CEO Andy Lipset since joining SpokenLayer eighteen months ago. “We have put together a team of digital audio gurus who know how to create compelling digital audio for brands and publishers,” he stated, “and have really accelerated that practice over the past year and a half. This win is validation of the hard work we have been putting in.”