For those who have managed to escape the pop culture zeitgeist phenomenon FarmVille, here's the gist: the game is a popular, real-time simulation that allows players on Facebook to manage a virtual farm in the tradition of Old McDonald. To "win," players must plant, grow, and harvest virtual crops and trees, as well as raise livestock. As in real life, anything that is left untended soon withers or dies from neglect.

These real-world consequences and connections step through the looking glass with the announcement by Farmers Insurance that FarmVille players can now earn crop insurance on their virtual farms. To learn more about the collaboration, Claims' Eric Gilkey spoke with Farmers Insurance Group's Kevin Kelso, chief marketing officer, and Marc Zeitlin, vice president of eBusiness.

Explain how the FarmVille crop insurance idea works. How do players earn the "coverage"?