Toyota's pickup truck Tacoma has a role in the popular World of Warcraft game, in which the truck interacts with all kinds of characters, among which a dragon (ab). This way brands enter the worlds of consumers in a way in which it adds value. At the moment the brand doesn't add value in the game, or worse, appears unwanted, it won't be used. Now a truck in a fantasy game is still surprising and therefore fun, in the future brands will try to find more natural surroundings in games.

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