I wonder when this showed up in the idea creation. It all depends on a very actively audience engaged with the regular ads (in order to respond to comments via

I wonder when this showed up in the idea creation. It all depends on a very actively audience engaged with the regular ads (in order to respond to comments via video response). Did they see the popularity and have an idea on how to use social tools to mid-campaign or was it in the works all along? Either way, genius.