MergerTube

The corporate world’s adoption of web 2.0 initiatives is starting to roll. Check out the latest, Arcelor Mittal TV, a glitzy YouTube style web site which aims to give an upclose and personal view of the integration of this Euro 26.5bn mega merger.

Full marks for the look and feel of the site, which has been described as more Star Wars than corporate PR.

The site also boosts the cool quotient of the steel group as almost all the video clips have been posted on YouTube, not something most industrial giants can boast of. Still, there are risks to this kind of PR - a comment on one of the recent videos told viewers to check out a news clip from a local TV station on the health risks of living near one of the firm’s steel plants.