Earlier this month, we were talking about tweets as currency and how more and more brands are starting utilise Twitter’s popularity. Just this weekend, Channel 4 then used Twitter in a completely different and innovative way. Last Friday (10th July), Channel 4 pulled a “world first” stunt and allowed their audience complete control of their ad break. In conjunction with British electronica trio, Years & Years’, eagerly anticipated album, the broadcasters’ 9.45pm ad slot was completely driven by the bands latest single. With three different visual styles to the track’s music video, fans could use the #ChooseDark #ChooseLight or #ChooseShadow…