Should churches be advertising in or around Farmville?

I've been thinking about what personality types might be the first "easy" target for Churches to reach out to and where can you find them in a way it is easy to track effectiveness.

Factoids that made me think:

• Zynga users in Farmville sent over 500 MILLION valentines in 48 hours
• Over $1.5 Million raised in Zynga games for Haiti relief in 5 days
• Stats at the Casual Games Association site

My personal experience in the Video Game Industry leads me to think Farmville and other Social Networking game applications that are very "gender balanced."  Many of the games are played through portals which have relevant demographic data of the user which makes it easier to target within the target.  Then specifically targeting games that have a caring nature i.e. taking care of a pet, person, animal at first.  The "revenue" of these sites is buying virtual cash/credit as well as special placement advertising and/or special one-time items or virtual cash that "power users" in the game would want.  Since the person is on the web playing the game very easy to get them over to a site inside the social network and "Join" or "Become a Fan" so to group and help you target communication further or take them out of the social site and drop them into a marketing landing page/campaign site to lead capture and give a custom message.  Both of those options should be tested and tracked online response into social network buckets & off-system deeper messaging.

For teen and twenety-something men they may or may not be tending their sheep but rather playing Madden or blowing stuff up -- not really sure in-game advertising would only raise awareness at best vs. total waste.  More traditional web advertising and a specific web campaign to reach them on sites they read would likely be more effective to get them to a lead capture situation.

There may be a lot of "addiction" to social media like Facebook and specifically to the games.  Those people are trying to reach out and feel connected but are stuck in a virtual outlet vs. real world.  I'm not slamming games when I say addiction -- most people in the US are addicted to TV and other Media or some other less-personally social outlet.  We are no longer a nation of joiners its the Bowling Alone problem - more people are bowling just not in leagues or groups.

What is interesting is there is a TON of good research out there Casual Games / Social Games as they are the current "hot" marketing tool -- which should help inform any efforts.