Eurostar's social media ads to broadcast travellers' comments

Eurostar will tomorrow launch 'real-time' advertising, enabling travellers to use Facebook and Twitter to share their experiences of the international train service with millions of passers-by.

The outdoor digital adverts will be displayed on 363 large screens in London and the south- east, incorporating comments and pictures from Facebook and Twitter.

Designed to promote Eurostar's service to Amsterdam, the adverts will display as many as 4,000 tweets and Facebook updates each day, with comments able to go live just minutes after they are posted - giving their customer's views a serious platform.

The rail company claims that it is the first major brand to put social media to use in this way, and is aiming to boost customer engagement.

Lionel Benbassat, director of marketing and brand at Eurostar, said: "Social engagement needs to run through our entire business, with customers openly sharing their experiences to help inform other Eurostar travellers."