Mond?lez International?s Stride gum has launched a mobile application that recognizes when a consumer?s mouth is open or closed to start a game.

Stride is also using the mobile game to tie into the company?s social media and packaging initiatives. The Gumulon app is free to download on iPhone and iPad devices.

?When we came up with the  concept for a chew-controlled video game, we knew that a mobile presence would be the best way to both engage our audience and create a fun gaming experience,? said Lauren Sella, senior brand manager at Stride, East Hanover, NJ.

Chew on mobile
The app centers around a game where consumers use motions to propel the main character ? Ace ? through an obstacle course.

There are two different ways that consumers can play the game.

The Stride app includes a front-facing camera and uses the chewing motion of a mouth to activate game play.

The chew mode lets users line up their face within the camera?s frame. Every time the consumer makes a chewing motion, the character in the game moves.

The other mode is touch-activated and lets users tap to move characters across the screen.

Consumers can unlock additional game content by scanning the bar codes that are found on packs of Stride gum. Each of the nine Stride flavors unlocks a different game bonus.

Social media will also play a strong role in how consumers interact with the app. The app takes a picture of users at the end of the game through the front-facing camera, which can then be shared via social media.

Stride is also spreading the word about its new game via its Facebook and Twitter accounts.

Stride worked with W+K London and Johnny Two Shoes on the app.

Snack on mobile
Stride?s new game app is the latest development in Mond?lez International?s mission to make a name for itself in the mobile space.

The company has used a variety of mobile channels for its portfolio of snack brands, which also include Oreo, Wheat Thins, Halls and Cadbury.

Most recently, Mond?lez International inked a large, mobile-only media deal with Google that will focus on mobile sites, search and display advertising for its brands (see story).

Mondel?z and Nabisco also rolled out an augmented reality app last month that brings product packages to life as part of a sponsorship with musical group One Direction?s 2013 North American tour this summer (see story).

In this case, a game that encourages consumers to chew gum while playing is a fun way for Stride to grab a consumer?s attention via mobile.

?Our consumer is very engaged on mobile, and we are excited to bring them a new experience on their device from Stride gum,? Ms. Sella said.

?The concept of a mobile game where you actually have to chew to play makes perfect sense for the Stride Gum brand, and we wanted to leverage the overall increased consumer usage of mobile,? she said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York