Viewers can win prizes by clicking on colorful items in a music video produced by Procter & Gamble's Cheer detergent brand.

The YouTube video, Climbing Walls by Strange Talk, invites you to 'dig it and get it' - tying in with Cheer's tagline 'We dig color'. Freebies to click on include fashion items such as flip flops, baseball caps and sunglasses, as well as an iPod, electric guitar and bike. Clicking takes you to a Facebook app for Cheer where you can register to compete to win the item you 'dug' - apparently, the first time that YouTube viewers have been able to click through to a non YouTube site. The giveaway launched today - with prizes for the day already gone in the first hour - and will run until the end of the month.

The Facebook page also includes a 'gallery of the most colorful people', where visitors can upload their picture and potentially win more prizes, including tickets to SXSW.