Lily Allen gives me the fear

Ars Technica reports that cheeky chanteuse Lily Allen's label is crediting a Flash game with boosting interest in, and hence sales of, her single "The Fear." EMI-owned Parlophone hired viral marketing company Matmi to create an "advergame" to promote Ms Allen's release. Matmi came up with a wee platformer called "Escape the Fear," which has apparently been played over 2m times, for an average of five minutes a go, with "tens of thousands" of clickthroughs to downloads and pre-orders. "The Fear" is charting worldwide and has been #1 in the UK for all of February.