To reinforce the message of blame (that Gordon Brown bears responsibility for the economic crisis) is the purpose of this little site created by the Conservatives. The site allows users to change the answers to questions, for example 'I claimed to have saved the world but that was... either 'certainly the case in a nice dream I had', 'a total fantasy' you get the idea. If an advert it would be a very blunt negative attack ad, however the intention for this is for it to be a viral. Any visitor can change 'Gordon's' answers, they can then email it to five people and so it will go around. It has some element of interactivity as it can be changed, customised within strict parameters and forwarded on; not the kind of engagement earning interactivity but will be popular with the more committed supporter. But will the message work, well only if people have a tendency to agree Brown is at fault and that he has misled the people and mismanaged the economy, if you do not believe that the reaction will be hostile and it will be seen as partisan propaganda. However it is not designed for Brown supporters, but for those disillusioned with Brown, ready to listen to the Conservatives and agree with some of the key points in their attack. More of this will appear as we run up towards the local, European Parliament and of course the General Election which at the latest must be May 2010.