Branded virtual goods in social games creating buzz in the advertising scene

Apps Savvy points out that the virtual goods marketing outperformed InsightExpress' mobile and online norms, as the campaign saw a nearly 3x lift in purchase intent over mobile internet norms, a 5x lift in aided awareness over mobile video norms, and a 10x lift in ad awareness over online tech norms.

Gamasutra reports on a recent study. I wouldn't draw that many general conclusions from this individual case which seems to have quite a particular context, but the results are interesting nevertheless. They are also bound to create some buzz within the marketing community, as indicated in the news piece.