Post cereal brand Fruity Pebbles makes a photo-sharing application featuring WWE's John Cena the focus of its latest TV commercial.

The effort is built around giving kids a way to engage with WWE champion John Cena. In one of two new TV spots in support of the campaign, Mr. Cena encourages kids to virtually get in the ring with him via the new PebblesPics app.

?Technology and online tools are part of the media DNA of the Pebbles Cereal target,? said Sharon Pupel, brand director for Pebbles Cereals at Post, Parsippany, NJ. ?They don?t think of technology as an addition, so much as an expected element.

?Post Pebbles and WWE fans are engaged, active and enjoy participating with the brands they love in this space,? she said. ?Mobile technology gives fans the ability to bring John Cena?s colorful personality to life, right on their smartphone or tablet.

?We hope users enjoy virtually interacting with us through the launch of the PebblesPics app.?

Driving engagement
Mobile is used in the campaign as one of the key ways for driving interaction with Mr. Cena and creating fun, positive experiences for fans.

The campaign is an expansion of a Fruity Pebble?s marketing partnership with Mr. Cena. Previously, the wrestling champion appeared as a Fruity Pebbles character on special boxes of Fruity and Cocoa Pebbles, and now he's back for more.

The PebblesPics app enables users to create a photo of themselves virtually posing with Mr. Cena by superimposing an image of him alongside their own image.

Two photos of Mr. Cena are available upon download.

Users can also pinch and drag to resize and reposition photo elements; choose from three filters, including rainbow effects; insert decals, including John Cena hat, wristband and championship belt; choose from several different frames as well as share pictures to Facebook, Twitter and Instagram.

Optimizing mobile activations
Additional bonus images and skins can be unlocked when users scan the Pebbles logo on the box from the app.

The app is available to download from the Apple App Store and Google Play.

In addition to the TV spot promoting the PebblesPics app, Mr. Cena is also featured in another spot where he is shown enjoying a bowl of Fruity Pebbles.

The promotion also provides a way for consumers to receive two free Mattel WWE Rumblers figures with the purchase of two boxes of Pebbles cereal.

"The PebblesPics app is one component of a dynamic overall campaign and partnership with the WWE, and our team is excited to add an interactive element to this ongoing endeavor,? Ms. Pupel said.

?We have executed an augmented reality program in the past on Fruity Pebbles,? she said. ?Technology is constantly evolving and we optimize our mobile activations based on these new offers and trends to reach our fans with entertaining programs.?

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York