To promote Season One of "Dollhouse," out on DVD and Blu-ray on July 28, Fox Home Entertainment launched a rich media ad that streams Twitter tweets and enables users to engage in conversation through the ad itself.

The unit was developed with help from EyeWonder and Moxie. It showcases tweets from the feed of Eliza Dushku, star of "Dollhouse," and encourages users to jump in by logging in with existing Twitter accounts.

Submissions are manually screened, after which tweets are permitted to appear in the ad, which also includes video snippets from "Dollhouse," a photo gallery and commentary from shower creator Joss Whedon.

The ad will appear through August 3 on a number of science fiction and male-oriented websites.

Fox is certainly not the first company to incorporate streaming tweets into its ad efforts; Nestlé has used the method to promote its JuicyJuice brand, and Land Rover integrated Twitter use into a recent digital outdoor effort.

But EyeWonder wants to make it easier to brands to jump on the bandwagon. The company worked with agency Beeby Clark + Meyler on a similar effort with General Electric, promoting its healthy imagination campaign and enabling users to comment live during a 40-minute online broadcast featuring CEO Jeff Immelt.

"It's different from the Twitter feed, but these things in combination come together to create a powerful experience," explained SVP-Global Sales Michael Rosner at EyeWonder (via MediaPost).

During Immelt's online healthcare discussion, 4000 comments were submitted from viewers. Each was screened for profanity and appropriate content; in total, 1200 were displayed in the ad.

8% of viewers that saw the ad rolled over to expand it and initiate the video, says Rosner.