social game brand integration is all about context

Obviously any kind of product integration depends on contextual appropriateness, and the panelists at the social game discussion had some examples of “do’s� and “don’ts.� Adam Krause, senior manager of online advertising for Ubisoft Entertainment, recalled a promotion for Assassin’s Creed where game players could employ one of the killers in another virtual world. On the other hand Krause cautioned that “you wouldn’t, say, try to put Craftsman Tools in the World of Warcraft.�