Mondelez International has launched a gum controlled mobile app for Stride in which the game’s protagonist is controlled by chewing.
The free to download mobile app ‘Gumulon’ was launched for selected Apple mobile devices today.
Players guide Ace, the game’s lead character, from the depths of the mines of Gumulon by chewing gum to make him jump.
The front-facing camera on selected mobile devices activates jumps as Ace is perused by a prehistoric cave beast.
The game is compatible with iPhone 4s, iPhone 5, iPad 2, iPad 3rd & 4th generation, iPad Mini, iPod Touch 4th & 5th generation.
Game features: Discouraging rival gums
Lauren Sella, Stride senior brand manager, said: “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."
Mondelez has developed a way to encourage players to use Stride gum rather than a rival product to play the game.
Players can scan barcodes on each of the nine Stride flavors via their phones to unlock bonuses.
The game also includes interactive features. For example, as ace falls into the monster’s jaws, the camera captures an image of the players face including their top score, which can be shared on social media.
The game was created in collaboration with W+K London and Johnny Two Shoes.
Mondelez and mobile: Moving beyond classical marketing
In the past six months, Mondelez has been plotting its strategy to capitalize on the rapid growth of mobile devices.
The company has partnered multiple start-up technology companies for its 90-day Mobile Futures to move beyond classical marketing. It has also teamed up with Google to boost its presence on mobile platform in BRIC countries.
Ed Kaczmarek, director of innovation and emerging technology at Mondelez, previously told ConfectioneryNews: “Mobile phones are now over 60% penetration. They are so much a part of the being of consumers and represent the best tool to engage customers at point of purchase, “
Mondelez has pinpointed the mobile devices as a marketing priority in 2013 and plans to spend 10% of its marketing budget on mobile platforms this year.