A rich-media idea on the music video portal tape.tv, which makes the user a part of the medium. For the first time ever, 40 shots from a user webcam are integrated into an advertising medium as a live video stream. In this way, users have a real time view of themselves dancing to the sound of a music video in centre-frame. Hereby they become an element of the music video itself. At the same time, the video stream of the user’s webcam is subdivided into 40 individual sub streams. These are displayed with a slight delay to show 40 continuous different sub images of each second of the user's dance.

Within four weeks the Rich-Media-Ad produced 101.642 ad-impressions. The overall interaction rate was a whopping 4.5 percent.