Used to be, television viewing was a passive experience. Today, the vast majority of smartphone and tablet owners are tapping away on their devices as they watch TV—creating more opportunities for the shows to drive engagement and for their advertisers to get consumers’ attention. Recognizing the increased importance of social TV, shows have created whole divisions for the purpose of getting viewers to tweet, check in and post updates about their favorite programs. But that’s not the only way to make a social TV hit. Even a simple marine invertebrate knows that.