A Romanian Coca-Cola ad appears to have broken new ground in integration between Twitter and TV by including live tweets during an ad.

As chronicled in the video above, the ad included a subtitle bar that let the brand run tweets that consumers sent in using the hashtag #LetsEatTogether. Ad agency MRM Worldwide in Romania edited the tweets, five to seven of which made it into each ad placement.

The campaign addressed the fact that 60% of people don’t eat meals together, but instead eat them solo while sitting in front of the TV. The tweets were often invitations to specific people to have a meal together (with a Coke, of course.) During the spring campaign, Coke’s Twitter followers in that country increased by 15% as hundreds of tweets aired on TV. The effort also made the evening news.

Nir Refuah, GM at the agency, says that such a program could conceivably run in the U.S. as well. One positive outcome: “It made people actually wait for the ad. How often does that happen?”