Advertisers' Strategy: Following consumers to odd places

I picked up this news from Techmeme about Toyota releasing a free game for Xbox users in order to promote Toyota Yaris.

Really an interesting strategy from Toyota to promote their car. I would say its one other form of interactive advertising. I see a lot of potential for this and I am pretty sure lot of others are going to follow this. An other interesting trend I can predict is that gaming consoles are increasingly becoming an advertising platform.