hot  /  reviews  /  videos  /  cblogs  /  qposts

Microsoft secretly pays YouTubers to advertise Xbox One

5:00 PM on 01.20.2014 // Steven Hansen
  @dtoidsteven

'Advertising is the rattling of a stick inside a swill bucket'

[Update: In a statement, Microsoft said it "was not aware of individual contracts Machinima had with their content providers as part of this promotion and we didn’t provide feedback on any of the videos. We have asked Machinima to not post any additional Xbox One content as part of this media buy and we have asked them to add disclaimers to the videos that were part of this program indicating they were part of paid advertising."]

As I was sitting here drinking a refreshing glass of Bulleit Bourbon -- the best small-batch, Kentucky frontier whiskey -- I was shocked to find that Microsoft has allegedly paired with Machinima to surreptitiously market the Xbox One, Ars Technica reports. It seems that Machinima was offering more money (an extra $3 per thousand views) to its partners for videos that trumped up Microsoft's new system. There was a deleted tweet by Machinma UK's Community Manager, a NeoGAF leaked image, and then the entire full legal agreement was leaked.

The rules set down are clear: "You may not say anything negative or disparaging about Machinima, Xbox One or any of its Games in your Campaign Video." Qualifying videos have to be tagged with, "XB1M13," include 30 seconds of Xbox One gameplay footage, mention that the footage comes from the Xbox One, and so on.

Those who made videos for the campaign were legally required not to disclose this partnership. The contract reads, "You agree to keep confidential at all times all matters relating to this Agreement, including, without limitation, the Promotional Requirements, and the CPM Compensation, listed above."

According to Ars Technica, the non-disclosure clause that hides this paid public endorsement could be against FTC guidelines. "When there exists a connection between the endorser and the seller of the advertised product that might materially affect the weight or credibility of the endorsement (i.e., the connection is not reasonably expected by the audience), such connection must be fully disclosed"

While the contract goes between January 13 and February 9 of this year, there are videos tagged "XB1M13" from around the time of the console's launch. Machinima's PopTent feed links to a similar "xbox one + release titles assignment" in November.

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



Steven Hansen, Features Editor
 Follow Blog + disclosure dtoidsteven Tips
Steven watches anime & sports, buys meat out of trucks, dates a Muppet, and is only good at cooking. He stands before you bereft of solace and well on the road to perdition. ('^ω^) more   |   staff directory

 Setup email comments

Unsavory comments? Please report harassment, spam, and hate speech to our moderators, and flag the user (we will ban users dishing bad karma). Can't see comments? Apps like Avast or browser extensions can cause it. You can fix it by adding *.disqus.com to your whitelists.

 Quickposts
Status updates from C-bloggers

Niero Desu avatarNiero Desu
That time when Mr. Destructoid went to Vegas [img]http://i.imgur.com/hYEQG7z.jpg[/img]
SirDavies avatarSirDavies
As someone who hasn't played the MGS series at all, should I play it by release date or story order?
Vuster avatarVuster
Been watching a good friend play the Metal Gear game on twitch soon. I will say I can understand the appeal 100% and Kojima knows how to make a great piece of work. I think will hold off on a new pc and get this if this keeps up!
FlanxLycanth avatarFlanxLycanth
So I can plug any headphones I want into my PS4 controller. If said headphones have a mic, will it work in chat?
ScreamAid avatarScreamAid
Gee whilikers, guys. I might just explain where I've been and what I've been up to while I've been gone. That'd be a good topic for a c-blog getting me whipped back into shape, right? I'ma try to write more, so expect more of me in the future!
bloma avatarbloma
Just bought Fez for xbox 360. Playing it on my 58 inch plasma. What a beautiful game.
OrochiLeona avatarOrochiLeona
So there's a chance more MKX characters are being revealed today. Now, I'm not saying you *should* cross your fingers and say a prayer for me to get my waifu Sindel just, y'know, it would be monstrous of you to make me cry with your lack of love & support
StriderHoang avatarStriderHoang
Just so you know, I've been a Huge subscriber for a few years but I thought I had until the end of September to cancel it. So I've opened an inquiry for the refund, which is on tinypass' end of things by the way.
techsupport avatartechsupport
I once posted that Total Recall was the best movie ever made. I would like to make note that Starship Troopers is a close second. Carry on.
Mike Martin avatarMike Martin
I put too many peppers in my sausage and potatoes. My asshole is on fire. I want to cry when I wipe. But it was good.
OverlordZetta avatarOverlordZetta
One glorious Japanese twitter user made a custom LBX of one of my favorite Kamen Riders: [img]http://i.imgur.com/yp1oraHm.jpg[/img] It's like getting peanut butter in chocolate but with small robots and spandex banana men!
SeymourDuncan17 avatarSeymourDuncan17
I feel terrible for not reading most of you beautiful people's blogs. Let's just say my passion is writing, not reading :s
techsupport avatartechsupport
People can debate GOTY all they want, but the real question is: D-Horse or Roach?
Mr Knives avatarMr Knives
I'm dragging myself away from my PS4 long enough to say that MGS V is pretty darn awesome so far.
Myles Cox avatarMyles Cox
Down with that PAX Pox. Auhhhghghghhhh
Shinta avatarShinta
MGSV: Sneaking into a heavily guarded Russian military base in Afghanistan at night, slashing throats while listening to this. [youtube]https://youtu.be/-hWZqllm3mQ[/youtube] Comes off like a perfectly planned scene in a Scorsese movie or something.
Pixie The Fairy avatarPixie The Fairy
Tortilla chips: The only food I know and love to betray me by deciding to flip to a bad angle and stab me in the gums.
IDrawOnTape avatarIDrawOnTape
I'm ok with Namco shutting down Soul Calibur: Lost Souls, as long as they keep Ace Combat:Infinity running. Love that game and just hit 3 million credits.
ScreamAid avatarScreamAid
Holy fuck I feel new again. I've been on hiatus for a while and haven't been up to writing. I might just jump back into things after I relearn things here. Does anyone even remember me? Like damn it's been a while.
Jed Whitaker avatarJed Whitaker
In MGS5: The Phantom Pain, Solid Snake dies from lung cancer from all those years of smoking. #FakeSpoilers
more quickposts


Contest!


Seriously

Invert site colors

  Dark Theme
  Light Theme


Destructoid means family.
Living the dream, since 2006

Pssst. konami code + enter

modernmethod logo



Back to Top


We follow moms on   Facebook  and   Twitter
  Light Theme      Dark Theme
Pssst. Konami Code + Enter!
You may remix stuff our site under creative commons w/@
- Destructoid means family. Living the dream, since 2006 -