Snapchat's lenses have provided users with a plethora of fun AR experiences but the recent Chew & Play game shows a more interactive experience for Snapchat lenses. The entire game is meant to showcase Tic Tac Gum and was developed in partnership with TBWA, Chiat and Day New York. The experience is actually split into two games, though both feature similar controls and aesthetics. Players simply need to utilize a gum-chewing motion to play the game and will use their jaw motions to control a character through a series of obstacles with increasing levels of difficulty.
The Chew & Play game was developed to better interact with Tic Tac Gum's Gen Z audience and was made to help "reach them where they live and play." According to Todd Midura, Vice President at Tic Tac North America, "Snapchat’s newest innovation gives us the opportunity to create fun moments with our fans in disruptive and innovative way."
Chewing-Controlled Video Games
Tic Tac's Chew & Play Experience Uses Snapchat Lenses
Trend Themes
1. AR Gaming - Chew & Play game showcases the interactive potential of Snapchat lenses for gaming, opening up opportunities for AR gaming experiences.
2. Interactive Advertising - Chewing-controlled game in partnership with TBWA, Chiat and Day New York demonstrates the potential for interactive advertising campaigns using unique control mechanisms.
3. Youth Marketing - Developing games like Chew & Play to better engage with Gen Z audience reflects a trend in targeted marketing towards younger demographics.
Industry Implications
1. Food and Beverage - Tic Tac Gum's collaboration with Snapchat's Chew & Play game showcases the potential for interactive marketing and advertising within the food and beverage industry.
2. Gaming - Chewing-controlled game on Snapchat lenses opens up disruptive innovation opportunities for the gaming industry to explore unique and immersive gameplay experiences.
3. Social Media - Snapchat's interactive Chew & Play game demonstrates the potential for innovative marketing campaigns and engagement strategies within the social media industry.