Online PR- Ads embedded in video games

As I posted few weeks ago, some companies are buying land and buliding their companies in second life for on-line PR.
In video games, there are also some embedded advertisements.

For example:
Grand Theft Auto: Coca-Cola City
Britain recruiting spies with ads embedded in video games

I am not sure will people buy more coca cola if they love Grand Theft Auto or will they apply for the GCHQ's after playing those kinds of games.
But I like their idea!