In 2007, MTV and Paramount Home Entertainment promoted the "emoticlip" as a form of viral marketing for the second season of the show "The Hills". The emoticlips were twelve short snippets of dialogue from the show, uploaded to YouTube, which the advertisers hoped would be distributed between web users as a way of expressing feelings in a similar manner to emoticons. The emoticlip concept is credited to the Bradley & Montgomery advertising firm, which hopes they would be widely adopted as "greeting cards that just happen to be selling something".