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Brief Published: 26 Nov 2012

Marmite’s Interactive Xmas Display


Savoury spread brand Marmite has turned to social media to make its Christmas lights on London’s shopping Mecca of Oxford Street the centre of attention.

Building on Marmite’s long-running ‘You Either Love It Or You Hate It’ advertising slogan, members of the public are being encouraged to submit a picture of themselves wearing an expression of either love or hate on the brand’s Facebook page. The images are then displayed on a digital banner hanging above Oxford Street.

Shoppers can also get involved via a nearby interactive bus shelter screen that’s fitted with a camera.

All photos are delivered through a system called OpenLoop – devised by London-based digital agency Grand Visual. It is a dashboard-style digital nerve centre that allows brands to easily manage content for these kinds of large-scale outdoor advertising campaigns in-house.

Participants are given an allotted time slot to see their image on the screen, while those who can’t make it to the location can watch via a live webcam and an online gallery on Facebook.

With 40 million visitors expected to flock to Oxford Street in the run up to Christmas, the positioning is a prime spot for branded displays – in this case shrewdly maximising both online and offline marketing opportunities.

Marmite’s six-week installation joins the Twitter-activated windows by Finnish mobile phone company Nokia at Selfridge’s department store.

For more on how retailers are using the expressive and playful dimensions of social media to engage with consumers, see the Industry Trend report Power of Play.