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Oxford Street glistens with Marmite Christmas lights

As part of the company's Gold Christmas jar promotional campaign, Marmite has commissioned a new 'love or hate' interactive christmas light display in Oxford Circus.

This year, London’s Oxford Street is being illuminated by its first ever interactive Christmas light display courtesy of Marmite.

Created by UK-based communications agency DDB, with production and technology by digital production company Grand Visual, the project – part of Marmite’s Gold Christmas jar campaign – encourages members of the public to tell the world what they think of Marmite by uploading their pictures via Marmite’s new Facebook page.

Participants who submit a picture of themselves wearing an expression of love or hate can see it displayed on a specially designed digital banner hanging above Oxford Street by Selfridges.

Shoppers on Oxford Street can also get involved through an interactive bus shelter screen fitted with a camera near Bond Street tube station which goes live later this month.

All photos are delivered through OpenLoop, Grand Visual’s digital Out of Home campaign management dashboard. Those taking part will be given an allotted time slot to see their image on the screen. Those who can’t make it down to the capital can still see their ‘face in lights’ via a live webcam and an online gallery on Facebook.

The campaign was planned and booked by media and communications company Mindshare and out of home media agency Kinetic and will be seen by more than 40 million visitors expected to flock to London’s Oxford Street during Christmas. The display runs for six weeks during the festive season.

Joanne O’Riada, Marmite brand manager, commented: “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.”

Dan Dawson, digital director at Grand Visual said: “Clever use of technology is at the heart of this fun and memorable campaign. Our OpenLoop dashboard delivers user photos to the specially built banner screen within minutes where participants can view their ‘face in lights’ and can of course share their fame with friends online.”