UMG subsidiary Interscope Geffen A&M has found a creative new way to promote its music videos on YouTube – via interactive games.Well, sort of games – its IGA Video Challenge features videos from the likes of Lady Gaga, N.E.R.D, Chris Cornell and Keri Hilson, chopped up into 30-second segments. After watching the first segment, viewers are asked a question about the video – if they get it right, they’re linked through to the next 30 seconds, and so on.Get it wrong, and it starts again. We’ve embedded Level One of the Lady Gaga video above so you can see how it works. Digital Music News points out that if each 30-second clip counts as one play, UMG is racking up decent payouts on the videos. Equally interestingly, we can watch the videos even though we’re in the UK – so they clearly haven’t been taken down as part of YouTube’s `no premium music videos’ block.