This game was designed for Tums on facebook as the world's first social media food fight. You chose a friend to 'smack' and then you fling food at them, carnival game style. The food then springs to life and attacks if you time things just right.
The incentive was two-fold. Your score was recorded to a global leaderboard, and then posted to your friend's wall to challenge them. You also had the opportunity to win daily prizes.