Systems, methods, and computer-readable media for causing dynamic activity in an electronic word processing document are disclosed. The systems and methods may involve accessing an electronic word processing document; presenting an interface enabling selection of a live application for embedding in the electronic word processing document; embedding, in-line with text of the electronic word processing document, a live active icon representative of the live application; presenting, in a first viewing mode, the live active icon; receiving a selection of the live active icon; in response to the selection, presenting in a second viewing mode, an expanded view of the live application; receiving a collapse instruction; and in response to the collapse instruction, reverting from the second viewing mode to the first viewing mode.