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Pebbles cereal showdown gets mobile jump from basketball?s O?Neal

Cereal maker Post Foods is leveraging the renown of basketball legend Shaquille O?Neal and the budding stardom of actress Bella Thorne with the mobile Web and a sweepstakes to let consumers decide which version of the popular Pebbles cereal brand has the most passionate fans.

Mr. O?Neal will be captain of Team Fruity while Ms. Thorne will be captain of Team Cocoa in the most-passionate-fans competition between Fruity Pebbles and Cocoa Pebbles. The campaign points to the value of making mobile the centerpiece of a multi-channel outreach to boost brand engagement.

?The Team Pebbles microsite and app allows for us to engage with Pebbles fans on a platform they're comfortable with and are already very active on,? said Jennifer Mennes, director of media and public relations for Post Foods, Battle Creek, MI.

?This campaign gives our fans fun, engaging content that they're excited to interact with,? she said. ?The Team Pebbles app can be downloaded on mobile phones and tablets and the Team Pebbles site is optimized for mobile, making it easier than ever for Pebbles fans to login, vote, access Pebbles social feeds, play games and enter to win prizes, including the ultimate Pebbles VIP vacation in Orlando. 

?The Pebbles app and microsite creates a great opportunity to engage with consumers outside of the cereal box,? she said.

Choosing team
Continuing the Fruity Pebbles vs. Cocoa Pebbles showdown that kicked off last year, Pebbles fans of all ages are asked to choose a side. Fans can support their favorite flavor online by choosing a team at www.TeamPebbles.com, accessible on mobile, tablet and desktop. 

Competing for a chance to meet a basketball great.
 
The microsite will also serve as a sweepstakes hub, allowing fans to enter a unique code found inside new Team Pebbles boxes featuring Mr. O?Neal and Ms. Thorne for the chance to win an Orlando VIP family vacation. 

Participants will be eligible to win a meet and greet with Mr. O?Neal or Ms. Thorne as well as electric scooters, GoPro cameras and gift cards.

Fans can collect Fruity Pebbles boxes featuring Shaquille O?Neal and Cocoa Pebbles boxes featuring Bella Thorne on store shelves nationwide beginning this month. 

New television spots starring both celebrities battling it out for their favorite flavor begin airing in mid-May.

?The campaign has all the desired elements ? sports superstar, entertainer, prizes, fun, and ease of entry,? said Jeff Hasen, founder/CEO of Gotta Mobilize, a Seattle marketing consulting firm. 

?Mobile devices and tablets enable easy participation and deliver quickly. It?s great to see the channels working together ? for instance, TV spots that move viewers to another experience,? he said. 

Skilful blending
By matching Fruity Pebbles and Cocoa Pebbles with two celebrities to create a competition, Post Foods is skillfully blending the elements of a modern business on mobile.

Deftly blending mobile elements.

?Utilizing packaging, mobile, social and an incentive will increase the overall awareness of the campaign,? said Dirk Rients, founder/CEO of Mobile Ventures.

?Optimizing the microsite experience for any device will improve the number of sweepstakes entries.?

Final Take
Michael Barris is staff reporter on Mobile Marketer, New York