Mobile is an increasingly important platform for the Stride gum audience. We wanted to give the brand a unique and original presence in this arena with an idea that directly links to the product - chewing. We launched a new game controlled by chewing, based on custom face tracking technology. It's part of an ambition to go beyond advertising and explore how brands can fulfill more engaging roles in people's lives.

Launch the campaign
Published
October 2013
Topics

The Story

Mobile is an increasingly important platform for the Stride gum audience. We wanted to give the brand a unique and original presence in this arena with an idea that directly links to the product - chewing. We launched a new game controlled by chewing, based on custom face tracking technology. It's part of an ambition to go beyond advertising and explore how brands can fulfill more engaging roles in people's lives.

The chew-control technology tracks your mouth with the front-facing camera of your mobile device. Every time you chew, the character jumps. This first began as a desktop app, built using open-source face tracking tools. However, porting the working prototype to iOS required us to build our own face tracking solution to overcome the major performance limitations of the ARM processors. The key to this was delegating much of the chew-tracking work to the graphics processor, allowing the game to run smoothly. We also added a barcode recognition feature that allowed people to unlock bonus features.

The Technology

The Results

We wanted to connect with our audience in an environment that was natural to them: mobile gaming. Our ambition wasn't to just create an app, we wanted to create a genuinely great mobile game — something that would live on after the initial buzz had died down. Unlike an ad, Gumulon is a platform that can adapt and grow in the future. The game has more than 200,000 downloads and a 4.5 average rating in the App Store.

2.2

Average session time (minutes)

4.5

Star rating in the App Store

200k

Downloads

Launch Date June 20, 2013