Several caveats are offered regarding effectiveness being, unsurprisingly, dependent on how well the product fits with the environment in which it is featured. Increasingly, this often means combining social networking techniques with real-live events in an attempt to create a positive customer experience, which can be experienced and shared amongst consumers. However, not all experiential marketing events have to combine real live with virtual events. Examples of claimed successful product placement included Tom Cruise's use of Ray-Ban sunglasses in two separate movies, which is reported to have positively impacted the product's sales. However, in either case, the reliance of the measurement of product placement effectiveness on mere brand recall or recognition is often criticised as being only a crude measure, and argues that both explicit measures such as product recall and implicit measures should be used.