Buying Yourself Some Tube

Anatomy of EA's YouTube campaign for SSX Blur:

• Professionally produced video that goes undercover as a tattered and dirty amateur video.
  
• Imbedded banner ad to direct traffic to more content (interestingly enough, their banner goes to a YouTube EA channel rather than a site).
  
• Official looking branding, that blows the cover of the video but sidesteps the "trying to fool us" issue.
• Your own channel on YouTube that no one visits but is really handy for showcasing in your agency's portfolio