P&G Wins at Social Gaming

A good case study of social gaming:

P&G's Bounty Picks up Fans From Social Gaming
Games Grow as Ad Medium; Brands Play Starring Role.

Procter & Gamble's Bounty is cleaning up when it comes to in-game advertising. The paper towel brand has been featured inside Electronic Arts' Playfish social game "Restaurant City" since mid-June and has added more than half a million fans to Bounty's Facebook page.

Players complete quests to unlock rolls of Bounty towels that clean more quickly than the game's standard paper towels, and then in a more difficult five-day quest, unlock a Bounty janitor who is 30% more effective at cleaning than the standard janitor. More than 2.5 million players have unlocked the paper towels and more than one million have scored the janitor ... "