Geotagging photographs is really addictive. Although I personally find Google Earth too slow and clunky and have taken to Flickr's maps instead, I love the interface of the map.
Navigating services and brands by their place on a map is intuitively human.
There's the BA campaign at the moment that uses Google Maps as an embedded or ingredient brnad. Very interesting. Saturn in the US have a totally integrated Google Mpas/Earth/Search campaign running (info on NY Times here) and now UM have published a pdf about all things Mapvertising (direct pdf link here).
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