Social media users who post a photo of themselves holding an imaginary box of the cereal on Facebook, Twitter or Instragram between Oct. 14 and 18 using the hashtag #Lucky10Sweepstakes will be eligible for the grand prize.
"Lucky Charms is one of the most Instagrammed cereals and these platforms are the right place to ignite and connect to the passion we hear about," Amanda Hill, associate marketing manager of Lucky Charms, said in a statement.
The company tapped rapper Biz Markie for the social media advertising campaign. The entertainer remixes his 1989 hit "Just a Friend" with new marshmallow-themed lyrics.
General Mills is one of several companies that has recently released—or re-released—products to appease social media users. Coca-Cola reintroduced it's citrus-flavored soda Surge to the market last month and Viacom-owned Nickelodeon launched a new TV channel devoted to show from the '90s in early October.