The behemoths of the social gaming world, such as Mafia Wars and FarmVille, attract millions of active players. Mafia Wars, for example, is played by more than 25 million Facebook users each month. This huge audience, which includes a wide range of demographics, particularly women, is highly engaged and motivated to interact with brands, particularly those thatreward them with virtual currency or progress their social game status. By using the same techniques as product placement marketing in movies, brands can be seamlessly woven into the fabric of a social gaming environment. FarmVille, for example, is the perfect place for food-related brands to get in front of a social gaming audience that stands in the tens of millions. Israeli chocolate brand, Elite Taami Nutz, did just that. Saatchi & Saatchi BBR Tel Aviv and its digital subsidiary, Saatchi Interactive, developed ancampaign in which FarmVille players were able to buy and grow Nutz branded peanuts.
