At survivalcode.com, consumers found themselves immersed in online game – a virtual extension of the testing facilities they’d seen in the 5 gum commercials. These facilities were lying dormant. By solving puzzles and playing casual games, players could “power up” facilities that activated sensory testing. Each facility was a unique environment with 5 to 8 original casual games/activities that relied on intuition and the 5 senses for success.

Inside millions of specially marked packs of 5 Gum were fully unique alphanumeric codes that could be entered into the game and exchanged for digital keys, which unlocked special content and games.