I’ve heard that EA Sports suffers a bit in the gaming community’s eyes for being a Leviathan. But I bet they won over a few fans with their latest effort for Tiger Woods PGA Tour ‘08.

Seems like a fan had found a glitch in the video game and posted it for the world to see on YouTube – causing almost a million views and a lot of comment bitching about EA in general.

Did EA run and hide? Did they stomp their giant feet and threaten? Nope:

Yay for EA engaging on the playing field and having a good time doing it. Their video got over 3 million hits and now the chatter on the other video’s comments are about EA’s response.

A lot of brands are uncertain how to deal with social media and the free exchange of opinions. In the candy world alone – Snickers closed down snikerz.com, while Skittles turned their home page into an unregulated, real-time Twitter feed of a Skittles search.

Haven’t we figured out that the tighter you try to hold on, the more you’re gonna lose? And come on, Snickers. You’re a candy for cripes sake. Why so serious?