Outdoor Plus said it is the first time acts have been revealed live on its boards.
The news of the acts for the Jingle Bell Ball with Coca-Cola will be broadcast live across 13 screens including Euston Road Underpass and Vauxhall Cross.
The screens will also display a countdown until the announcement of each act performing at the event in December. They will coincide with radio DJs revealing the line-up on air.
Jonathan Lewis, the managing director at Outdoor Plus, said: "This activity illustrates that DOOH is becoming an increasingly relevant communications channel for brands wanting to make a direct, instant and far-reaching impact – this has never been done before, so it’s really exciting."
The campaign was created by Trigger Buzz with Greg Bunbury leading creative output.
Adam Johnson, the director of marketing at Global, said: "Capital’s Jingle Bell Ball with Coca-Cola is always a hugely popular sell-out event.
"Broadcasting the line-up at the busiest London hotspots via digital screens adds another dimension to the big reveal, allowing us to deliver the news as it happens."
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