Machinima acted as a middleman and paid YouTube to promote Microsoft’s Xbox One. While all that is not so surprising, the shocking fact is that it was not confessed to the public. Then the cat was out of the bag.
News leaked out that Microsoft and Machinima had jointly offered payment at the rate of $3 for 1000 views on the condition that 30 seconds be devoted to Xbox One advertising. A bond of confidentiality was signed between those concerned. And the venue was YouTube.
Several bloggers had only unkind words to say at this blackmail of sorts. Microsoft and Machinima have given a statement to the press that matches in its details. But the only difference is an adjunct expressed by Machinima.
This sort of no holds barred advertising is a very common occurrence in today’s world of viral marketing. And when such large players as Microsoft and smaller attached parties as Machinima get caught in the imbroglio, sparks fly.
The underhand and shady methods employed to endorse and popularize a product or service is in fact part and parcel of the con-man’s field that is advertising. Since the only thing taken on faith in the present times is profit, the sneaky tricks that get played to boost product ratings cannot be easily curtailed. They are in fact a sign of the times.