A child kicks a ball so high it chimes the antique bell in a church tower. A woman wearing high heels and a mini dress dribbles a football down a crowded street. And an old man jumps off his motorised scooter to plays keepy-uppies on a beach. This is the McDonald's trick shot dream team.

Combating the touts that buy up special edition sneakers to resell at inflated prices, Nike is releasing its Access Codes scheme. But is this new sales approach more than a pathway to a better shopping experience? Is it feeding our need to be part of the insider crowd?

Combining old and new media stars with plenty of hype, YouTube Comedy Week is the site's first attempt at creating a live broadcast event. But can YouTube close the gap between internet success and its equivalent in the mainstream media?

We've never been so interested in TV shows - but we aren't watching TV. Instead, we're turning to online video - whether it's Netflix or YouTube. But new technology isn't solely responsible – a wider shift in lifestyles is creating a natural path towards hyper-diversification.