As ESPN's new senior VP of marketing, Carol Kruse is taking "This Is SportsCenter," its satiric ad campaign, beyond TV to include fans' ideas and online parodies. She's also launching a Facebook game that has users run a virtual sports bar. "Marketers like puppies," Kruse says of those who delight in new campaigns, then drop them. But social media is like having a dog. "Every day it's 'How do I engage with my fans?' "