[Deff]

<div id=fr data='<iframe width="640" height="360" src="https://www.youtube.com/embed/EOIY3N9d8Ww?feature=player_embedded" frameborder="0" allowfullscreen></iframe>'>Смотреть ролик ?<br><br></div><button type="button" onclick="PlayTo(this)">Go</button>
<script>
function PlayTo(sel){
  var div = sel.previousSibling;
  div.innerHTML=div.getAttribute('data');
  sel.style.display = "none";
}
</script>