Cheer detergent joins Coke and Crocs in using offsite annotations on YouTube by inserting prizes into Strange Talk's "Climbing Walls" video that viewers can click on to try and win. Whether or not they've actually broken new ground is up for debate, but they do say theirs is the first music video with built-in clickable rewards (which might not be true, according to Gorillaz fans). In any case, all this "we were first" bullcrap is beside the point. This is really about the Procter & Gamble brand putting its now 100-percent-digital marketing budget to use, and it's not a bad start by any means. I just wish they'd picked a better band to kick things off. Yeesh.