Yesterday, Acura tweeted something we’ve never seen before: an in-tweet interactive feature. (We’re not sure what to call it: perhaps, an interactive tweet?) Promoting the 2015 Acura TLX, the creator of the tweet attached what looks like an image, which shows the car and reads, “Build Yours Now.” When you click on this, it allows you to select a model, a drivetrain and a color, then offers you the chance to tweet “Your TLX”–all while never leaving the tweet. It’s still not clear whether Acura did this independently, or if they teamed up with Twitter, but we’ve spent the past half-hour playing with it.

Lesson for a small business: Twitter is quickly becoming something far different than what you may have previously thought. You can’t learn about it by standing on the sidelines. You’ve got to participate or one day, you wake up and realize your customers are buying products in ways you’ve dismissed as a waste of time.

Check it out for yourself (if you don’t see a photo of a car in the embedded tweet below, click here):

(Feature image: taminator via Flickr)