The more information i see the less i think it has anything to do with a game. The entire thing basically described most of the Five gum commercials. Sight, Sense, Touch, Smell, Taste, all used by Five gum at some point to promote the product.
I think its just a clever marketing campaign to get people into their product by not entirely promoting the product but intriguing the people to go further into what their doing with off subject media and subject matter with no relevance to gum. I think this thread is a prime example of their marketing in action. People are discussing, arguing and searching/researching into what it is, and what it means.