Zynga's recent promotion for Mafia Wars: Las Vegas, which involved rapper Snoop Dogg blowing up an armored truck, drew over 2 million viewers to Zynga's Ustream account. It was the second-largest live streaming event ever on the Ustream service, surpassed only by a streamed airing of the film Twilight: Eclipse in June. For comparison's sake, a typical airing of the TV shows The Office or 30 Rock will draw around two million households on prime time television.
The number of viewers of the Mafia Wars: Las Vegas promotion actually exceeded the total number of viewers for an average episode of the cable television hits Sportscenter (1.7 million households) or Tosh.O (550,000 households). Zynga gave out 631,000 virtual armored truck items to Mafia Wars players in conjunction with the stunt as well. It is not known exactly how much the campaign cost Zynga, but the launch of the Las Vegas expansion seems to have boosted Mafia Wars's MAU significantly, to 27.6 million.