Gumulon
Kids in America used to pass the time chewing gum but these days they pass it on their handheld mobile devices. We needed to get gum back in their hands. We needed GUMULON, the world’s first ever game controlled by chewing.
We released a TV ad and gameplay video, along with a PR and mobile media push, to get the idea of chew-controlled gaming out into the public. We targeted gaming events and websites, getting the game featured on their channels. We also took advantage of Apple’s Game Centre functionality, which allows you to challenge friends to beat your score in-game.
To keep Stride at the heart of Gumulon, players were encouraged to unlock bonus levels by scanning in gum packs.
Here's the TV ad:
And here's the case study:
