For this strategy to work, it has to fit into why the users love the brand. For instance, for Sneak King (the Burger King XBox game), the game fit in with what

For this strategy to work, it has to fit into why the users love the brand. For instance, for Sneak King (the Burger King XBox game), the game fit in with what the brand's audience found cool and funny, and that was key to its success.