YouTube moves into affiliate arena

It was revealed yesterday that video sharing site YouTube, is to partner with Amazon and iTunes in new music deal which will allow viewers of certain music videos to click through to purchase the music they have been watching.



The 'click to buy' buttons are currently available with EMI and Universal Music, who are the first record companies to join the programme. Electronic Arts the computer games company have also signed up to push the new 'Spore' game.



I think that this is a brilliant and interesting move forward, and as long as the user experience is enhanced, and not disrupted, i can see this idea easily rolled out to other areas.

Free fuel anyone? Welcome the launch of Mercenaries 2

This week saw the launch of the second game in the Mercenaries series launched by Electronic Arts, with a very cunning, and controversial launch strategy which has thrown up a number of differing views.

So, the game, 'Mercenaries 2: World in Flames' is set in 2010 Venezuela, where a evil dictator has seized control of the country's oil supply. It is the player's mission to hunt down this dictator and end his terrible cause. Oil therefore becomes the game's currency, and you as the player must use your array of available weapons and vast collection of vehicles to work your way through the game.



Ok, now the launch strategy, Electronic Arts offered 500 lucky motorists the chance to win £40 worth of free fuel, in a massive £20,000 first come first served petrol giveaway. The 'problem' was that this offer was only available at the Last Stop garage which lies between Stroud Green and Finsbury Park, in North London, in the middle of a residential area, during the morning rush hour. As you can imagine chaos followed, with queues, arguments, and a few delighted winning motorists.



A silly idea with clear neglect of the consequences, or brilliant piece of strategic thinking? Well I'm afraid I'm going to have to say that i agree with the latter. What an excellent way of causing mayhem and reflecting the true colours of the game, with a lovely sprinkling of PR to boot. I think this was a very brave and ballsy idea which the client and agency should be proud of.