The need to play is an irrepressible part of the human spirit, we all do it all our lives. We make games out of the most unlikely daily chores. And we use the most unlikely things as toys when we play.
Here is a video of a traditional English game using a cheese:
So it should come as no surprise when the hottest thing on the interweb becomes used for games. Even though it was never designed for this task.
Here is a Zork game on Twitter. A text adventure, Battleships and an RPG. But the most impressive for the marketeers reading this must be this puzzle game for the new Terminator movie. The first advergaming on Twitter. And a brilliant example of creative marketing capturing the zeitgeist.