Eurostar is to include comments and pictures from Facebook and Twitter in a new outdoor advertising campaign that kicks off tomorrow (February 23rd).

The railway company is incorporating live social media content into 363 digital outdoor screens across London and the south-east to build customer loyalty.

Dubbed Eurostar Live, the integrated marketing campaign promotes the company’s new service from London to Amsterdam via Brussels.

Eurostar claims it is the first major brand to integrate social media into a large-scale outdoor campaign in this way.

Pictures posted on Facebook can be “re-purposed” instantly to run on underground cross-track projections and digital executive channel LCD screens in real-time, while tweets and blogger comments can be put on the screens within minutes.

The idea is to deliver social engagement at every customer touch point with the business, explained Lionel Benbassat, director of marketing and brand at Eurostar.

“Social engagement needs to run through our entire business, with customers openly sharing their experiences to help inform other Eurostar travellers,” he said.

“We believe that in getting this right, we can in turn enhance the power of conventional channels to drive acquisition and customer loyalty.”