A method of interacting with an audience of multimedia content is disclosed. The method includes receiving, from a client device, data associated with a piece of multimedia content from a group of pieces of multimedia content that is presented to a user of the client device. The data is obtained at the client device in response to an instruction provided to the client device by the user. The method includes determining, based on the data, an identifier of the piece of multimedia content from a set of identifiers, each of which identifies a piece of multimedia content from the group of pieces of multimedia content. The method includes retrieving, based on the identifier of the piece of multimedia content, interactive content associated with the piece of multimedia content. The method includes sending the interactive content to the client device such that the client device presents the interactive content to the user.