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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.
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