• New York Times, Tuesday, September 7, 2010 10:45 AM

Volvo Cars of North America, H&M and MTV are among the brands testing whether they can raise awareness and move real merchandise by offering make-believe products on social-networking games, smartphone apps or fantasy Internet sites, Elizabeth Olson reports.

Volvo is using the location-based game My Town for its "All New 2011 Naughty Volvo S60 Sedan," for example. It's looking to get auto enthusiasts "excited and to change brand perception so people think of it as a sporty, fun and good-looking car" says Emily Garvey, brand manager at Volvo's digital agency, Media Contacts.

Social game creator Zynga says it made some $100 million last year, mostly from purchases of its virtual goods and game currency. Consumers typically pay $1 to $3 while playing games like its FarmVille or Mafia Wars to get a jump on game rivals. They also can give a gift, like flowers, or build a collection of items.

"It's all about constant connectivity. People live in real time, and established brands have to find ways to keep in touch," says Marshal Cohen, chief retail analyst for the NPD Group.

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