Order Pizza while gaming

Link: http://everquest2.station.sony.com/pizza/

Description: Next time your playing the game Everquest and get hungry, you can apparently order a Pizza through their Pizza Hut promotion.

My Thoughts: Although it doesn't sound like the Pizza promotion is integrated in the game, it still caught my attention as an odd mix. If you consider games in the richmedia family, this could be richmedia marketing in a round about way? I'd be interested in seeing some stats and numbers around how effective this promotion ends up being.