Last fall, Adobe, the maker of popular software titles such as Photoshop, Acrobat, and Flash, worked with interactive advertising agency Traction to create a social media engagement initiative. The core of the campaign was a game that asked fans of the Adobe Students page on Facebook whether they thought a series of images were "Real or Fake?" And users responded, with more than 11,500 plays in the first two weeks -- 6 percent of which culminated with the user clicking "Buy Now" for the product promoted on the final game page. - Briana Tomkinson