Marmite unveils interactive Christmas lights installation

The lights on Oxford Street
The lights on Oxford Street

Breakfast brand Marmite has launched the West End's first social media activated Christmas lights installation of Oxford Street.

Digital production company Grand Visual worked with agency DDB on the project, which went live when the lights were switched on by Robbie Williams on Monday (5 November). The campaign was planned and booked by Mindshare and Kinetic.

Shoppers can submit their 'love it or hate it' expressions along with a photo via Marmite's Facebook page to see themselves on a giant digital banner next to Selfridges. 

Participants are sent an email with a designated time for when their image will appear. 

Those who can't make it down to the capital can still see their face in lights via a live webcam and online gallery.

An interactive bus shelter located near Bond Street tube station will also launch on 26 November.

Each photo feed is delivered through OpenLoop, Grand Visual’s campaign management dashboard.

Joanne O’Riada, Marmite brand manager, said: "2012 has certainly been a great year for Britain – from the Queen’s Jubilee to unprecedented sporting achievements – so what better way to top it all off than giving everyone the chance to shine in this year’s Oxford Street Christmas lights."

Jace Tyrrell, director at New West End Company, which represents the Oxford Street Retailers added: "London’s legendary Oxford Street Lights will capture the imagination of the 40 million visitors to the West End, over the Christmas period.

"With the largest social media campaign the West End has seen, Oxford Street lovers globally are being given a chance to be part of the world famous display. We think it’s great to be working with an iconic British brand readily available on Oxford Street."

Comment below and let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free