BRAND POSITIONING
Stride Gum's support of the gaming community fueled the Spit it Out Adventure online game. Stride Gum has been a premiere sponsor of MLG (Major League Gaming) since 2008. Creating web-based games targeted specifically to hardcore gamers was a natural brand extension set forth by Cadbury Adams agency of record, JWT. The Spit it Out Adventure game was part of the Stride Gum ad campaign whereby Stride agents were covertly seeking out gum chewers who were still enjoying hours and hours of their first piece of gum. The premise: Stride Gum lasts so long, people have no need to buy more gum. Media, mainly banner ads, directed traffic to the game.

GAMING IS THE FUTURE
Rokkan's expertise in gaming made us the perfect partners with JWT. Online games have become a mainstream advertising tactic, for good reason – they allow consumers to engage with the brand on a deeper level than traditional advertising, and when coupled with traditional offer a true 360º brand experience. As we’ve seen console gaming become increasingly more seamless with online technology, a deep understanding between the co-relationship has become a crucial concept which Rokkan has been at the forefront of.

SPIT IT OUT OR ELSE…
In the Spit it Out Adventure game, you play a Stride Gum agent who's on a mission to find gum chewers and make them…spit out their gum! As the agent, you traverse regions of a city, spot gum chewers and play through comedic gum extraction techniques with a host of other uniquely skilled, and disguised agents. During battle sequences, users must input the correct arrow sequences in order to extract gum with various levels of scoring, successes and failures, all of which are shown using video.

FINE TUNING GAME BALANCE
Rokkan crafted all of the game logic in order for casual and hardcore players to enjoy the game based on their skill level. Casual players could enjoy the game by scoring moderately, while hardcore players could utilize more advanced tactics and opportunities to gain the highest score possible. This was a fine balance between difficulty and length of play, both of which are critical components to barrier for entry and repeat play. Leaderboards were created to cater to the hardcore community’s affinity for tracking scores and always wanting to be the best.

CREATING THE GAME
All game logic and rules had to be established prior to production. Action scene videos were filmed on green screen. Pre and post-production were completed by JWT's video editing staff with support 3D assets and environments supplied by Rokkan. Site design, pre-rendered 3D assets and sound design were created by Rokkan and finally authored in Flash.