For example, Disney is running custom trailer ads on the program to promote its movie Pirates of the Caribbean: Dead Men Tell No Tales. The ad sends viewers on a virtual treasure hunt to look for and tap specific items on the screen, earning exclusive content from the film as a reward for the items they found.

Buffalo Wild Wings, meanwhile, has a campaign where its Foodoo doll—which appears in the chain’s TV spots—comes in and out of view on the smartphone screen, teasing folks to use their fingers to digitally catch the doll.