Lancia combines digital product placement with the interactive applications offered by new technologies. The "Lancia InteractTV" app, activated during a TV programme or a film, uses sound recognition which the user does not even notice, to let you receive a message full of rich contents on your own smartphone. On the occasion of the launch campaign for the new Methane Lancia Ypsilon Ecochic, some episodes of the programme "Cerco Casa Disperatamente", (Desperately looking for a house) were enabled to interact with the users' app. Special buying conditions and dedicated multi-media contents were offered to anyone signing up for the initiative and activating the app during the programme. "Lancia InteracTV" has been developed by Bitmama, Concept Reply and Mirriad.