Around 300 digital screens are installed across Westfield Stratford City

Digital signage at London's Westfield Stratford City retail complex was integrated with Scala's Twitter system over the Olympics, enabling shoppers to keep up to date with the sports action as well as to share their own thoughts.

Scala partner FTP Concepts implemented the live Twitter solution on the digital screens, with a predicted 5,000 tweets featured over the Olympic period. The Scala Live Campaign Twitter Moderator Tool was installed to edit unacceptable tweets in real time automatically.

"With its Twitter feed, Westfield Stratford City continues to be [a true innovator] in how to use digital signage to generate fun, exciting ways to connect with shopping centre visitors," says Damon Crowhurst, senior director, EMEA, Scala. "The Olympic Twitter campaign success demonstrates how organisations can use Scala software to create two-way engagement with target audiences."

Westfield Stratford City's 300 DOOH screens also showed advertising from household names including McDonald's, Samsung and Lloyds Pharmacy.