to the ad budget. >> we never used social media. this year in 2013 we're going to be about 30% so it should be digital. we'll drop our print by about 25%. >> reporter: meanwhile, hilton's doubletree brand is going interactive. last week the company launched dtour. the facebook page encourages guests to upload personal images that will market the hotel to new customers. >> this generation smells marketing coming a mile away. they crave authenticity. they want real voices. and they like to participate. >> reporter: if you're a great photographer, a masterful home movie maker, or just like tweeting about licorice, watch out. big name companies may come calling any minute now. so just when you thought our attention spans couldn't get any shorter, six-second ads now serving a purpose. >> pretty incredible. that kid just had no training. he just had a natural skill for this? >> yeah. he had a natural skill.