Instead of being controlled by your fingers, the 'Gumulon' App demands that you use your mouth. Developed to promote Stride Gum, the app only lets you play by chewing a piece of gum. Through your mouth movements, you control 'Ace' the alien as it journeys through space and encounters monsters. Your smartphone camera detects your mouth movements to determine when you are chewing your delicious Stride gum.
By chewing, you make Ace jump and maneuver just out of the reach of aliens. If you don't manage to chew on time and your little alien companion is consumed by a monster, the app will take a humorous picture of your face chewing. You can then share that picture with your social network.
The campaign was conceived and designed by ad agency Wieden + Kennedy London to brand and encourage sales of Stride Gum. Gumulon is currently available for free for iOS devices.