Fiat in Brazil are featuring a cinema ad where viewers can decide upon the content by texting a message from their mobile phones.

Agencia Click put together the six minute spot which has sixteen different possibilities. The audience can select their answers to four questions which then deliver an ending that suits them. The answers are aggregated and the final edit shown to the audience is the one which gets the most votes. The ad is therefore tailor made to each cinema audience.

You can try it yourself using the interactive online version of the concept.