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Mondelez

Stride gum and W+K London unveils Gumulon iOS game controlled by chewing

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By Gillian West, Social media manager

June 22, 2013 | 2 min read

Stride gum has announced the release of an iOS game controlled by chewing.

Created in collaboration with W+K London, 'Gumulon' uses the front-facing camera on Apple devices to allow players to use their mouths to control the intergalactic game.

Using software developed specifically for Gumulon when players chew, main character Ace jumps.

"'Gumulon' is an innovative slice of entertainment. We always seek to engage our fans and provide unique experiences,” said Lauren Sella, Stride senior brand manager. “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.”

Game unlocks can be activated by scanning the barcode on packs of Stride gum while in the app, with the barcodes of each of the nine variants of Stride unlocking a different bonus to give Ace an extra boost.

Social media components have also been integrated into the game, the front facing camera has been programmed to capture a still of the players face as Ace falls into the jaws of the monster, creating an image of the player's top score and chewing face that can be shared via social media.

Stride gum's parent company Mondelez's senior vice president of marketing and communications, Dana Anderson, spoke at Cannes Lions this week about the client/agency relationship.

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