Electric Ireland Spark of Genius Award: SmartThings

€100,000 prize awarded on main stage at the Web Summit

Yesterday, Thursday 18th October, Electric Ireland announced that SmartThings are The Electric Ireland Spark of Genius Award Winner 2012 at the Dublin Web Summit. SmartThings is the recipient of the Spark of Genius €100,000 prize.

With over 1,000 startups competing in The Electric Ireland Spark of Genius Competition, SmartThings battled with 3 other finalists, pitching to a panel of international investors and industry heavyweights in front of a full audience on the main stage at The Web Summit yesterday.

SmartThings makes it easy to connect the things in your physical world to the internet via your smartphone.  Using SmartThings you can control your air conditioning, lock your doors or get an alert when things go wrong. 

Speaking at the announcement, Margaret Colton, Head of Marketing, Electric Ireland, said, "We are delighted to present the Electric Ireland Spark of Genius Award to SmartThings. At Electric Ireland, we are committed to powering the innovation and the entrepreneurial spirit that is inherent in start-up companies. We wish SmartThings all the best of luck and congratulate the team.”

Dublin Web Summit Founder Paddy Cosgrave said, “SmartThings is a well deserved winner of this year’s Electric Ireland Spark of Genius Award. This competition is an incredible platform for startups to pitch to the world’s top investors and media and we are delighted the winner was announced at the Web Summit, one of Europe’s biggest tech events. On the back of winning the Electric Ireland Spark of Genius Award in 2011, Redeem & Get have enjoyed huge success with a launch to a global audience”.

“The Web Summit is committed to helping emerging technology companies get off the ground. As well as the Electric Ireland Spark of Genius final, we have also showcased 260 leading technology start-ups from Ireland and abroad at the Web Summit. The last two days have been an amazing opportunity for emerging companies to showcase their products to some of Europe’s leading technology figure”, added Cosgrave.

The Electric Ireland Spark of Genius Competition, now in its third year, focused on the most promising high potential Irish startups. 1,000 initial entries were shortlisted to a top 100, who then pitched from one of four separate stages – social, mobile, consumer and enterprise- to leading international investors (Andreessen Horowitz, Kleiner Perkins, Atomico, Accel and many others), industry leaders, startup experts at the Dublin Web Summit. From these 100 finalists, four finalists were chosen for a final stage of judging before SmartThings was announced as the final winner.

Overall winners SmartThings were presented with a €100K prize fund supported by Electric Ireland, Mason, Hayes & Curran, Microsoft Bizspark, KPMG, Cawley Nea, Getty Images, PCH International and HT Meagher O’Reilly.

Planning, Creativity & Planning For Creative Campaigns

A really great presentation given by Heidi Hackemer for the Account Planning Group.

hat tip to Neil Perkin for sharing this :)

Use The Force With Xbox360 Kinect

----Press Release----

KINECT FOR XBOX 360 – TRANSFORMING FAMILY TIME IN THE LIVING ROOM
Feel the force as a Jedi and explore the magical world of Pixar with Kinect for Xbox 360

Ever dreamt of becoming a Jedi and battling with Darth Vader in your living room? Or joining Woody from Toy Story in a fast paced adventure in your own home? Soon these dreams will become a reality with Kinect for Xbox 360 and two highly anticipated partnerships with Disney·Pixar and Star Wars, which will see these iconic brands come to life in fun and innovative ways for families to enjoy in the home.

Exciting new games such as “Kinect Star Wars ™” and “Kinect Rush: A Disney·Pixar Adventure”, will give both parents and kids the chance to jump in and out of the fun with no controller required. The power of Kinect places you in the Star Wars Universe to live out the ultimate Jedi fantasy. Stunning visuals and graphics transport you into many of the worlds in the movies where you can train to be a Jedi, pilot iconic ships and Speeder Bikes, race Pods, dance for Jabba the Hutt and much more.

In “Kinect Rush: A Disney·Pixar Adventure”, Kinect transforms you into a unique character to help your Pixar friends and dive into five exciting movie worlds to discover hidden secrets and solve puzzles. Become a superspy in “Cars”, save the day as a robot in “Toy Story”, adventure through Paris as a clever rat in “Ratatouille”, stop the Omnidroid as a superhero in “The Incredibles”, and help Karl as an intrepid Wilderness Explorer in “UP”.

In addition to these titles, Kinect for Xbox 360 is also home to the best and broadest selection of games and experiences for the whole family to enjoy including “Double Fine Happy Action Theatre”, “Kinect: Disneyland Adventures” and the “Kinectimals” franchise.

Parents and caregivers will also be assured by the Family Settings provided by Xbox 360. These offer tools and resources to help them decide who their children can interact with online, what video games can be played and for how long, and what movies can be watched etc. to ensure safer and healthier gaming habits.

Kinect for Xbox 360 is a great value for the whole family. The all-in-one Xbox 360 4GB Console with Kinect includes the new Xbox 360 4GB console, Kinect sensor and “Kinect Adventures,” priced at ERP €299. Or for those who have an Xbox 360 console1 at home, the stand-alone Kinect for Xbox 360, priced at ERP €149.99, includes the Kinect sensor and “Kinect Adventures,” and works with the 45 million Xbox 360 consoles currently in homes worldwide.

'Paid Owned Earned: maximizing marketing returns in a socially connected world'

Yesterday I got an email from Nick Burcher about his new book. Nick describes the book, 'Paid Owned Earned: maximizing marketing returns in a socially connected world', as an "exploration of the different aspects of Paid Owned Earned and how everything links together - with the text split into individual chapters around 'Listening', 'Community Management and Content Hubs', 'Content', 'Optimization', 'Seeding and Distribution', 'Broadcast', 'Performance', 'Responding' and 'Measurement'".

He goes on to say, "[that] Paid, Owned, Earned is about the complexity of media channels confronting brands, agencies and advertisers. With a multitude of case studies and original thinking it provides a clear framework on how best to approach the fragmented media landscape."

I was absolutely delighted to find out that Nick has released a free editorial sampler featuring excerpts about linking paid owned and earned media together as well as an exploration of how TV and social can be linked.

Paid Owned Earned by Nick Burcher


The full book blurb:
“The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today's marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it's difficult for brands to decide how best to reach and engage their audiences. Paid, Owned, Earned defines the constituents of each area of 'paid', 'owned' and 'earned' media and shows how they are linked together. It proposes a blueprint for how to think and navigate across this space using a framework made up of key elements such as communities and content, social media optimisation, seeding and viral distribution, broadcast mass media, social performance media and measurement.”

Paid Owned Earned is available for pre-order now with an official on sale date of the 3rd March 2012 from from both online and offline retailers.

blablabLAB - Be Your Own Souvenir!

This is a very cool piece of gorilla marketing produced by BlablabLAB earlier this year in Barcelona using open Kinect in a pretty brilliant way. Basically by utilising open Kinect's motion and inferred track functionality coupled with a 3D copier they were able to create a really engaging installation.

The aim was to connect street users with arts & science, linking them to their under-laying spaces and their own realities through a technological ritual where the audience is released from established roles in a perspective exchange: spectator-performer, artist-tourist, observer-object. The user becomes the producer as well as the consumer through a system that invites him/her to perform as a human statue, with a free personal souvenir as a reward.

Irish Consumer's Digital Behaviour

A nice infographic video from the chaps at Cybercom:

Where Good Ideas Come From

Watch first, then I'll do some rambling...

I absolutely love this video. Not only is the whole style compelling and engaging, but it's simple. There's no difficulty understanding the concept that Steven Johnson is discussing. And it's a concept that I firmly believe in. I've always considered myself an ideas person - I'm good at thinking on my feet and I don't have difficulty with creative solutions. The thing is, I'm also a firm believer in team work and the power of the group, and it's this part of Steven Johnson's video that grabbed me. I suddenly realised just how many times I've had an idea that has sat simmering in the back of my mind until I've shared it with someone and they've added to it to take it that next step. I also then realised that this has almost always been in private discussions with friends over a drink or some food.

What if there was a place such as the 'Age of Enlightenment's Coffee Houses' or the 'Parisian Salons of Modernism' that people could go to specifically to share ideas with a group and get some input and feedback and possible collaboration? Not just a physical place as such but an actual regular 'event'. As far as I am aware nothing like this exists in Dublin, certainly not within the fields I am interested. I'm not even sure how to describe what this would be similar to, perhaps a think tank of sorts?? All I know is that I think I've found myself a new project. Stay tuned :)

Media Monks

MediaMonks is the biggest independent digital production agency in the Netherlands. They work for national and international agencies across various different market segments (B2B, B2C and government). They develop for multiple formats and platforms and, imho, produce some of the best digital media out there. Seriously, just sit back and watch...

To be honest, even their ad is pretty cool...

Ads of the World Ad Campaign

Everyone's favourite advertising archive and community, Ads of the World has just launched its own advertising campaign. Consisting of 4 stunningly detail, yet simple and elegant print ads, this is an adman's ad campaign. Ads of the World is owned by WebMediaBrands.

The Advertising Agency who created the campaign was 1789; with their Creative Directors Baptiste Clinet, Jo Dubruque and Nicolas Lautier all working on the job.





If you look carefully you will see the following ads referenced:
Cadbury 'Gorilla'
Advertising Agency: Fallon London, UK

Ikea 'Lamp'
Advertising Agency: Crispin Porter + Bogusky, USA

Sony 'Bravia'
Advertising Agency: Y&R Asia, Singapore

Philips 'Caroussel'
Advertising Agency: Tribal DDB, Amsterdam, The Netherlands

Nova Radio 'Le grand Mix'
Advertising Agency: Young & Rubicam Paris, Boulogne Billancourt, France

Lego 'Imagine'
Advertising Agency: FCB, Johannesburg, South Africa

Greenpeece 'Boomerang'
Advertising Agency:DDB Paris, France

Resident Evil: The Darkside Chronicles

Last Thursday saw the trailer go live for the new Capcom "Resident Evil" game. Essentially this is the lastest in the popular zombie killing series of games, featuring all the blood, guts and gore that would be expected.

What wasn't expected was the takeover video ad that turned an otherwise normal webpage into a zombie rampaged mess. Allowing users to both watch and play the new game. This is seriously cool...



Mona Hamilton, VP-marketing at Capcom, said "This is the first time users can interact and actually play the game inside the trailer, it really allows people to experience that surprise horror and fear. ... It was designed to take the experience to the next level."

GameTrailers.com, part of the MTV Networks entertainment unit inside Spike Digital, and JVST, San Francisco, worked with Capcom to create the interactive trailer. Unfortunately the interactive nature of the trailer means that it is only available on the GameTrailers site, however, there is an impressive advertising suite backing up this element of the campaign across the US market. Unusually, all this advertising is driving users to GameTrailers.com rather then a dedicated campaign microsite.

Brad Winters, general manager for GameTrailers.com, said "It's a captive audience with people coming to the site for nothing other than to watch game videos. ... This engages the audience more than just watching a video and if you can get them involved in the content, it's going to make more of an impression."

This is the first interactive trailer that GameTrailers.com has hosted, and while Winters doesn't see it taking over the traditional trailer, he did say "I think we'll see this kind of interactivity more and more as part of marketing plans. ... And not just for video games and movies, but it's an opportunity for anyone creating video content [for their brand]."

Eyeblaster Research Global Benchmark Report 2009

When it comes to display advertising there are a multitude of different formats that can be used; different dimensions, different formats, different engagement techniques. However, when it comes to producing really special, highly engaging, richly interactive ads that users will remember long after a campaign has ceased, there really is only two words to remember - Rich Media.

Rich Media refers to ads that have a much higher file size (300kb plus) then standard flash ads. They usually incorporate interactive and engagement techniques that focus on delivering in-banner content. This may be video or gaming, or any number of other interactive techniques that were once confined to websites. The downside is of course that Rich Media adserving is generally much more expensive. So you're left with a decision: do I spend more on development and adserving?

Well the question then becomes, what are the real advantages of using Rich Media when it comes to cold hard engagement metrics. Basically, how much better will I engage with my target audience if I use Rich Media?

A new study conducted by Eyeblaster reinforces the idea that video and 'expanding' are the key factors in driving increased engagement. The Global Benchmark Report 2009 shows that expandable ads have the highest interaction rate of all rich media formats. The report goes on to show that keeping content fresh by continually changing the imagry, copy and sound or video, will increase your interaction rates even further.

The report is divided into two parts: The first provides an analysis of the benchmark’s numbers in the context of a prevalent industry question. The second provides a general overview of the benchmarks and a review of changes from the last edition. The report was written based on the analysis of data from more than 250,000 ads in all sizes and formats served in the 12 months starting July 2008. The full report can be downloaded here.

Interactive Advertising: Shelter - Be Happy At Home

These are two online ads for the housing and homelessness charity Shelter. The ads were launched as part of a suite of four different creatives for their “Be happy at home” campaign, promoting their online advice service, Know Your Rights. Each ad features a different scene of someone who is happy at home.

Each advert has the tagline “Be happy at home” with a scrolling ticker tape of things that Shelter’s Know your rights service can help you with, from your rights as a tenant to where to go if you are faced with homelessness.

Lean Mean Fighting Machine is the agency behind the campaign. The media plan concentrated on the social networking sites MySpace and Faceparty, with additional coverage across NME and MTV.

Imogen Wilson, Shelter’s head of marketing and brand, said: “Shelter’s Know your rights website is the only dedicated online housing advice service for young people. Since the site’s launch in 2005 we have successfully supported thousands of young people every year with housing problems. Lean Mean Fighting Machine has come up with a fresh, positive and engaging online marketing campaign which will continue to effectively target young people and make sure they get access to the advice and support they need to help keep a roof over their head.”

Know Your Rights, is supported by The Vodafone UK Foundation. It is the first ever dedicated online advice service for 16-25 year olds. It provides expert, in-depth and practical housing advice online on issues from rent arrears and deposit protection to preventing homelessness.

Changes In The Media Landscape

I have a huge list of things that I want to write about but the simple truth is that there are not enough hours in the day to do all of them. So in going through this extremely long list I realised that at least three of the items fitted together into a nice three-in-one post. So here is a little snap shot of three of the most important changes that I feel have gone on in the media landscape in the last couple of weeks.

Google's Display Ad Exchange

After much speculation and talk following Google's purchase of DoubleClick (two years ago!), it has finally happened - the Google Display Ad Exchange has launched. Coupled with the usual over-exagerated boasts, Google tell us that the system "will change the way advertisers buy ad space". The move represents one of the most open challenges that Google have made against Yahoo! and Microsoft's display ad marketshares. Up until now Google had relied on its Display network to counter both YAhoo! and Microsoft's display offering, both of which were real 'display' networks.

Having said that, the new DoubleClick Ad Exchange is modelled directly on the AdSense and AdWords systems. Neal Mohan, vice president of product management at Google, said "the exchange is a real-time marketplace that will help publishers, ad networks and agencies buy and sell display space. We want to democratise access to display advertising and make it accessible and open, like search advertising. By bringing publishers and advertisers together in an open marketplace in which prices are set in a real-time auction, the Ad Exchange enables display ads and ad space to be allocated much more efficiently. This improves returns for advertisers and enables publishers to get the most value out of their online content."




Facebook's Beacon Is Gone

Folling the $9.5m settlement of a class-action lawsuit launched against Beacon, Facebook has finally confirmed it will completely shut down the advertising service. Although Facebook has been gradually phasing out the system, it has continued to be used by a number of websites up until very recently. The service, which was originally launched in late 2007, suffered from immediate controversy by utilising the browsing habits of its members while they were on other websites.

In December 2007, very shortly after launch, Facebook founder, Mark Zuckerberg, issued a personal apology for what he called "lots of mistakes in the way the system was handled". In reality, the whole system was a complete PR disaster. The web virtually exploded with concerns over Facebook invading the privacy of its users without their prior consent or knowledge. The result was that Facebook introduced more controls and ultimately made the system opt-in for members.

The settlement itself, which is still pending approval, will also pay $9.5m to create a foundation to fund products that promote online privacy, safety and security. Facebook has said that "we look forward to the creation of the foundation and its work to educate Internet users on how best to control their privacy [and] engage in safe social networking practices."


Web Metrics Reinvented

When it comes to digital audience measurement there are only two options: comScore or Omniture. So the news that these two rivals are planning to launch a single, combined digital audience measurement system is absolutely huge. The companies have revealed that they hope to design a platform that will bring more clarity and confidence to the online advertising market. Essentailly, the system will give both websites and advertisers a unified source for measuring how many visitors hit their sites, how often they visit and exactly who the visitors are.

Specific details of system are as of yet unavailable, however industry experts predict that it will most likely combine Omniture analysis tools and comScore's internet user panels. The question remains however of how exactly they will gather their raw data set. In the past, the two companies have almost always shown different sets of data due to the fact that they have always set out to achieve relatively different goals. This is the main area that it is hoped will be addressed, and that the current disparity between the companies will be resolved.

Interestingly, last week also saw Omniture in the news as it was taken over by Adobe for $1.8 billion (£1bn). Adobe has said that the deal will ultimately help digital marketers increase their ROI through a more accurate measurement system. As any Digital Marketer will tell you, flash is fantastic for (pardon the pun) flashy "nova-style" microsites (short lived, hyped up and ultimately forgettable), but an absolute nightmare for longterm projects due to the inability of search engines to truely index the flash contents. A recent takeover may spell the end for this, however.

Display Advertising: Utilising Twitter

This is an example of an that pulls in two customised Twitter feeds, based on keyword searches of the micro-blog. It was created by Weapon7 for the charity FAS Aware.

The banner aims to increase awareness of Foetal Alcohol Syndrome. It pulls in live tweets that includ the phrases ‘I need alcohol’ and ‘I am pregnant’. The call to action is: Block Alcohol. When clicked, the message "When alcohol is removed, so is the risk of Foetal Alcohol Syndrome" is displayed.

What's really interesting about the ad is that you are accessing content that has actually been generated by the general public, and is always updating and refreshing itself. From a technical point of view it was necessary to create a tool that would search Twitter for tweets containing the phrases required.

Weapon7 describe the digital strategy as creating connections with young women, and, as Twitter has got sa large and continuously increasing usage, they thought it would be a powerful tool to tap into to make the point. They started with it in mind to find a way to use authentic tweets, as they have stand-out and authenticity.

Creative Director at Weapon7, Jeremy Garner, said "[The campaign] was about real people and how alcohol and pregnancy fits into their lives. We wanted to create an ad that made people think, and allowed them to draw their own conclusions".

Display Advertising: Interactive

This is a great example of an interactive Banner Ad for a banking product. The ad is for ANZ Now and was created by M&C Saatchi Australia.

There was also a television commercial, known as 'Credits', which features one of ANZ's Small Business Specialists. The ad can be viewed here.

Wispa Gold Where Have You Been?

Cadbury are bringing back Wispa Gold! That right folks, on the back of user-generated ad campaign, Cadbury are relaunching that oh so delicious caramel cousin of the Wispa. Having been off the market for so time now, Cadbury have teamed up with Fallon to bring Wispa Gold back in some serious style. Through the wispagoldmessages.com microsite, users have the chance to put messages up on billboards around the UK.

The campaign, which goes live on the 7th September, will give the public an opportunity to create custom messages that can be submitted for the chance to sit on one of hundreds of 48 sheets that have been specially purchased just for this campaign. The website itself boldly declares that "We've decided to give our advertising space to you guys as a thank you for all the love you've shown to Wispa. We have bought thousands of billboards all over the UK and Ireland so that you can share your special messages with the world. Yes, that's right, you let us know your special message and if it gets selected we will post it on a real billboard in the location of your choice. So if your mum lives in Birmingham you could post her a special message, say a poem, and we'll try to give you a site as near to her as possible."

The 48 sheets in question are located in London, Liverpool, Manchester, Birmingham, Glasgow, Newcastle, Edinburgh, Leeds, Sheffield, Bristol, Cardiff, Nottingham, Belfast, Plymouth, Brighton and Norwich.

Fallon have said that the whole idea for the campaign stems from their 2008 social media campaign that brought back the Wispa. The campaign in question resulted in the following TV ad starring hundreds of Wispa fans:



For your message, Cadbury want you to do anything except hold back. As they put it "If you want to do the creative bit yourself, that’s great". However, even if you're not the arty type, they have a team of people ready to take messages and turn them into lovely posters.

Entires can be submitted via email or online, but all entries must be in by 19th October.

Cadbury Wispa are also on Facebook and YouTube

Rocket Fuel Ad Network Arrives

Today saw the launch of Rocket Fuel, a new hybrid ad network founded by veterans from Yahoo!, DoubleClick, NetGravity, Epiphany and salesforce.com. Unlike existing ad networks, Rocket Fuel bills itself as "the first intelligent ad serving technology platform that combines demographic, lifestyle, purchase intent and social data with its own suite of targeting algorithms, blended analytics and expert analysis to find active customers". The system automatically leverages internal and third-party data using its real-time Progressive Optimisation technique, allowing it to serve a suite of impressions with specific context to each advertiser's individual marketing objectives.

“We saw how important it was to let the data tell you which ad to show, so we let the data tell us what works and what is important. Instead of inflicting on customers thousands of targeting options, we figure out which options are working well and move inventory in that way.” says CEO George John. "Rocket Fuel was founded to disrupt online display advertising with a superior computational approach that blends smart decision making, creativity and science to predict consumer behavior. We understand the last thing the industry needs is just another ad network. It needs a smarter one."

"We believe there is a profound difference between reaching audiences and activating customers," said Richard Frankel, president and co-founder of Rocket Fuel Inc. "For us, it's about marrying many different types of data with advanced technology to create intelligent and dynamic campaigns that reach the people who will buy, blog, tweet or tell their friends about your product or brand. Our goal is to turn passive audiences into active consumers."

Frankel, shows how it works:



Although Rocket Fuel only launched today, it has undergone extensive testing during the last year and already boosts an impressive client list including major brands like Nike, Dell, Microsoft, and American Express. This combined with the capability of reaching 40 million people through 100 million ads per month, are sure to make it an attractive offering to advertisers. So the only question left to ask is do advertisers want another ad network? In my own experience I would say that it all comes down to one simple question; will Rocket Fuel out-perform other networks? If it does it will succeed.

Frankel and John, along with CTO Abhinav Gupta, are ex-Yahoo emplyees.

RightMove.co.uk iPhone App

As readers of my blog will probably already know, there are two technology areas that particularly interest me at the moment: Augmented Reality and Mobile Applications. More importantly, I'm really interested to see how businesses and agencies push these technologies through meaningful and useful application. Obviously it's difficult to refute the popularity of the iPhone Lightsaber application simple through total download, however it's easy to agree that this application doesn't actually serve a useful purpose. One of the most useful iPhone apps I've seen in a long time is the RightMove app.

RightMove, the UK property search and listings website, has just teamed up with Mobile Marketing firm 2ergo, and developed an iPhone app that allows you to use your iPhone's GPS functionality to find properties near your current location that are available to buy or rent. The app is free to download and gives the same full functionality as the website in an easy to use mobile aplication. You can search by address, price, number of rooms etc. and you can view all the uploaded picture as usual. Two additional pieces of functionality that have been added are the the ability to forward the details of properties to other people simply by pressing a button, and a straight forward "Call Me" function that puts you straight through to the letting agent or property owner.

Rightmove already has over 40,000 users accessing its website through the iPhone's, which represents 95% of its mobile traffic.

Miles Shipside of Rightmove, said: "Offering an app was a natural progression and we're delighted to be the first major property company to provide a service of this nature. 2ergo was the natural choice for us due to their mobile marketing and app development expertise."

What’s Next In Marketing & Advertising

During the week, Paul Isakson Head of Strategy with Space 150, gave a presentation at Marketing 2.0:unfiltered, an event put on by Espresso. Paul's presentation was an updated version of a presentation he gave about a year ago at one of Space 150's monthly 'What's Next?" sessions.

Paul was asked to talk about what's going on in marketing and how things are changing. The updated presentation looks at the industry a year on and shows Paul's insights on how the industry is changing.

Display Ads: Video and Rich Media

Twentieth Century Fox are set to launch a serious cool online campaign for the release of the 'Dollhouse' Season One DVD boxset ('Dollhouse' is the latest program from Joss Whedon - he of Buffy and Firefly fame). The campaign utilises a suite of video and rich media display ads that, I hate to say, you would just never get to run in Ireland (publishers would flip a lid over the file size and CPU usage). As well as being able to watch 5 different in-banner video clips, the ads also allow you to follow Eliza Dushku on Twitter and send her messages, all directly through the ad.

Once you rollover the ad, it expands left revealing a panel to watch the videos and read/post from/to Eliza's Twitter feed. All logging-in to your account etc. is done straight through the ad. The banner does use a level of moderation and it is possible that your tweet could end up appearing in the ad.

Unfortunately I couldn't embedd the ad here for you to see, but you can pop over to the EyeWonder site to see a full demo of how it works..

Michael Rosner, senior vice president of global sales at EyeWonder, said: "We've recently seen brands using Twitter in different ways to help promote a product or service, but we wanted to take the technology a step further by giving users the ability to tweet directly in the ad unit.

"Given we wanted to launch this new rich media feature with a premier partner, we used Fox's Dollhouse season one campaign, as the social aspect of it allows people to share their thoughts on the show and drum up excitement about the Blu-ray/DVD release."