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.”
Image Credit: Tic Tac