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Dunkin' Donuts made a splash this summer when it agreed to have its brand integrated, for the first time, into a social game, joining a growing number of companies trying to reach consumers during their forays into virtual worlds. It could have been seen as a risky move by Hill Holliday, which handled the creative and media buying for Dunkin', as the game, The Sims Social, had not yet launched when the decision was made.
But Adam Cahill, co-media director at Hill Holliday, wasn't worried.
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