Akin to what WK did for Coraline and the good folks in DM and PR have been doing for eons, EA is sending out promo boxes for the upcoming game Wrath to bloggers and consequently Rick Rolling them in the physical world. I love this as it doesn't fall under the banner of digital, social or traditional. All labels that only exist in our heads, to protect a P&L line, get a speaking slot at a conference or as a flimsy angle in a pitch.
This is simply cultural content that is inherently digital and social. It will get some buzz going about the game then the other vehicles like probably some broadcast, heavy PR and strong in store promotion will get going to further propagate the game. All perpetually juiced with a team of community/content managers both on the street and on the web.
Would be curious to know if a single agency is handling all the planning and holistic creative development, or is EA doing it for the agencies then handing out the scraps for each to chew on.