Post cereals’ Pebbles brand will use online gaming as a lure to launch PebPals, a philanthropic campaign that supports Australia Zoo Wildlife Warriors Worldwide USA, a wildlife conservation charity founded by Steve and Terri Irwin.
Four million packages of Post’s Cocoa Pebbles and Fruity Pebbles cereals will carry PebPals trading cards urging consumers to adopt up to 10 PebPals characters at Postopia.com , Pebbles’ Web hub. There, visitors bring their characters to life and play endangered species-themed games.
The more consumers play, the more points they earn, and the more they can give to their chosen conservation project. The funds they will raise come from a $50,000 donation on behalf of the Pebbles brand. Postopia.com  receives about one million unique visitors per month, per Post.
Kids have shown a strong desire to help endangered animals, so games were developed to be fun, interactive and educational, the company said. Post’s interactive agency Razorfish, Chicago, designed the supporting digital advertising campaign and worked with developer Blockdot to create four conservation-themed mini-games with facts about endangered species.