Coca-Cola is spreading Christmas cheer via twitter users and a huge screen located at the busy London thorough fare at Piccadilly Circus. Twitter users who follow @cokezone can direct their tweet to @cokezone and have it displayed on the screen for commuters to enjoy. We'll assume that because of the open nature of the tweets that there will be some form of moderation.
If you don't happen to drive through Piccadilly Circus the tweets can be viewed live on the brand’s engagement site, , via a webcam set up to film the sign.
This activation puts our fans at the heart of the activity, allowing them to engage and communicate with people everywhere."
p.s. If you'd like to run your own twitter to screen campaign check out http://screenscape.net (my employer). http://screenscape.net/blog/adding-your-favorite-tweets-to-your-ScreenScape-display