We’ll forgive you, if you didn’t recognize this as advertising. It is supposed to go viral and made by Pool Worldwide to promote a website (U-Tune) specially built for Dutch radio channel 538. On this website you can record your own song with Auto-Tune, a tool that adds digital sound to your voice. The technique disguises off-key inaccuracies and mistakes and thus allows singers to perform perfectly tuned vocal tracks. Though this film with the famous Dutch clown Bassie doesn’t really proof that point. Anyway, after recording your own song on the dedicated website – ‘Karaoke’ or ‘Freestyle’ – you can forward it to your friends through social media like Facebook and Twitter. The best and most original entries are also broadcassed on 538. What a smart way to engage the consumer and create content at the same time.