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.
via gamasutra.com
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.
