Stealth marketing: Microsoft paying YouTubers for Xbox One mentions | Ars Technica

This weekend, word started leaking of a new promotion offering Machinima video partners an additional $3 CPM i.e., $3 per thousand video views for posting videos featuring Xbox One content. The promotion was advertised by Machinima’s UK community manager in a since-deleted tweet, and it also appears on Machinima’s activity feed on Poptent, a clearinghouse for these kind of video marketing campaigns. The Poptent page also mentions an earlier campaign surrounding the Xbox One’s launch in November, which offered an additional $1 CPM for videos “promoting the Xbox One and its release games.”

According to a leaked copy of the full legal agreement behind the promotion, video creators “may not say anything negative or disparaging about Machinima, Xbox One, or any of its Games” and must keep the details of the promotional agreement confidential in order to qualify for payment. In other words, to get the money, video makers have to speak positively or at least neutrally about the Xbox One, and they can’t say they’re being paid to do so.

via Stealth marketing: Microsoft paying YouTubers for Xbox One mentions | Ars Technica.

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