Games seem to be the conduit through which new tech is taught.

Minesweeper taught people how to use a mouse.

Angry birds helped us make sense of the touch screen.

Now gaming marketing (thanks Lionel Sims for introducing me to the term) is emerging, and it is the new frontier in marketing innovation.

Prada Beauty stepped into the space with Candy Crush. The brand launched an in-app playable ad in Candy Crush Saga, a mobile game by Activision Blizzard.

Congrats to Jonathan Stringfield and the team at Activision Blizzard for moving the ball forward on marketing innovation in the beauty space. Can't wait to see more brands try their hand at these kinds of integrated campaigns.