1. A method comprising: storing a group of images; associating the image with an interactive service on at least one social media server; making the group of images available to a plurality of image publishers; receiving from a requesting apparatus a request to access the interactive service associated with the group of images; and exchanging interaction messages between the requesting apparatus and the interactive service so that the interactive service associated with the group of images is made available to users of any of the plurality of image publishers by accessing any image of the group of images.