Honda is launching what it claims to be the first campaign that allows viewers to use an app to interact with a TV ad in real time.
The 'This Unpredictable Life' campaign, for its Jazz model, breaks tomorrow (1 February). It gives the app's users the ability to "catch" animated characters with an iPhone as they appear on screen in Honda's new TV ad.
The app, named Honda Jazz – This Unpredictable Life, is free to download.
The Pixar-style clip shows a character floating through life, collecting experiences and possessions.
Using audio-recognition technology, app users can pull up to seven characters, including Space Monkey, Baby Balloon Head and Playful Puppy, to their app.
The campaign showcases the car's ability to "handle all that life has to throw at the modern family".
Martin Moll, head of marketing for Honda, said: "This new ad campaign reflects the experiences of our Jazz customers, showing how its Tardis-like interior has the versatility and space to cope with almost anything."