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Stride promotional iOS game Gumulon is controlled by chewing

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If gaming has lost its flavor for you, perhaps it's time to lock your teeth onto something new — a game controlled by chewing.

Mastication is the movement mechanism for Gumulon, a free promotional game for iOS. It's been created by chewing gum brand Stride. Using the front-facing camera, players chew and make mouth movements to control the game's character, essentially getting it to perform jumps. Appropriately, the character's main concern is to escape the giant chomping jaws of a great enemy.

"We always seek to engage our fans and provide unique experiences," said Stride's Lauren Sella. "The most exciting thing for us is that chewing Stride gum now provides a truly original way to use gum chewing to control and play a mobile video game."

Gumulon is the work of ad agency W+K London and game developer Johnny Two Shoes. It's out now for iPhone 4s, iPhone 5, iPad 2, iPad 3rd & 4th generation, iPad Mini, iPod Touch 4th & 5th generation.