What an idea sirjee: Idea and Internet marketing

Really "What an Idea" Idea has taken its latest commercials about Abhishek bachchan(using an idea mobile to simulate virtual classrooms) onto web on a microsite and is asking users feedback about its commercials. This turns a campaign completely interactive and you can actually have direct user feedback about your advertising efforts and that is why internet is considered to be so good a medium for interacting with your customer.The comments range from mocking the impracticalibilty of such an idea to being hopeful about Aditya Birla group actually implementing this idea. For promoting their microsite they seem to have tied up with web marketing agency pinstorm and promoting them heavily at rediff.Take a look at the microsite here