We’ve written about interactive video startup WireWax before, such as when it worked with PIAS on a site for artist Other Lives’ ‘Tamer Animals’ album (Bulletin, 17-Aug-11). The idea: a platform to pull in audio, videos and pictures from other services, and associate them with ‘touchable’ hotspots in music videos. Now there’s an official iPhone app, WireWax Player, released on the App Store yesterday. A free download, the app lets people play and interact with WireWax videos on their device – if they tap a link to one in Facebook, an email or a website, the app starts automatically and plays the video. It’s not just a music thing, though: besides clients like PIAS and EMI, WireWax has been used by ITV, Tommy Hilfiger and Nike among other brands.