As users type #allin when composing a tweet, video ads from Adidas pop up.

The World Cup is taking social media to a whole new level. Twitter has joined forces with two of the games’ advertisers, Visa and adidas, to experiment with video hashtagging.

Twitter experimented with the feature last month, where a user can type “#visa” and then a space, you should see a paper clip prompt in your Twitter iOS app. Click on the icon and you can attach a video, which is an ad for Visa.

Adidas is currently testing the feature with the hashtag #allin, which would lead to this video:

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