East Hanover, NJ — Gum is the playing tool in Mondelez International Inc.’s new Stride chewing-controlled Apple mobile game, Gumulon.
Using a front-facing camera on Apple mobile devices, when players chew gum it causes an animated character, Ace, to jump to avoid peril in the outerspace-centric setting. Free in mobile device application stores, the game unlocks bonuses when consumers scan barcodes printed on Stride packs. It also incorporates photo sharing. When a player loses a game, it snaps a photo of their face and creates an image featuring the player’s high score that can be posted to social media.
“Gumulon is an innovative slice of entertainment,” Stride Senior Brand Manager Lauren Stella says. “The most exciting thing for us is that chewing Stride gum now provides a truly original way to use gum chewing to control and play a mobile video game.”
Developed by W+K London and Johnny Two Shoes, Gumulon is compatible with iPhone 4s, iPhone 5, iPad 2, iPad 3 and 4, iPad Mini and iPod Touch 4 and 5.