Passionate players mean a responsive audience for video game marketers - but a competitive market means it's tough for campaigns to stand out.

Cystic Fibrosis Foundation's Web site supports fundraising for annual gala; Bacardi uses social twist to promote mix; and American Century Investments uses direct mail with an international flair.

Mars candy brand Snickers is gearing up for the Super Bowl with a new viral video campaign that targets 18- to 34-year-old men. The new campaign, which was created with Omnicom agency Agency.com, is centered around a Web-exclusive video series, "VIP like me," which works as the digital arm to the "Snickers 2008 live your Super Bowl fantasy sweepstakes."

Top brands address challenges of expanding social media programs internationally.

NBC Universal has selected social media firm Appssavvy to exclusively run the advertising sales team for the NBC News iCue social media application launching to Facebook this month.

Affinia Hotels touts customized room stays; Kevin Beckner's Facebook application gets voters' attention; and William & Mary Mason School of Business uses a personal touch to drive MBA enrollment.

More government agencies are using social marketing — the application of commercial marketing concepts — for their public awareness campaigns.

Myndnet Inc., an online marketplace for lead generation, has opened in Campbell, CA. Using a social media platform, Myndnet allows companies to tap into existing online and offline communities to generate more qualified leads.

Social networking giant MySpace is taking on Apple's iTunes with a new music downloading business. The new effort moves the site from a place to learn about bands by making friends and listening to tracks to offering a full-fledged e-commerce business.

Over the past two years, the rapid adoption of social networks such as Facebook, LinkedIn and MySpace has transformed the way many consumers interact on the Web. Some customer segments, especially younger ones, now spend an increasingly large percentage of their online time on these sites and primarily use them to communicate with their peers.