Digital production company Grand Visual worked with agency DDB on the project, which went live when the lights were switched on by Robbie Williams on Monday (5 November). The campaign was planned and booked by Mindshare and Kinetic.
Shoppers can submit their 'love it or hate it' expressions along with a photo via Marmite's Facebook page to see themselves on a giant digital banner next to Selfridges.
Participants are sent an email with a designated time for when their image will appear.
Those who can't make it down to the capital can still see their face in lights via a live webcam and online gallery.
An interactive bus shelter located near Bond Street tube station will also launch on 26 November.
Each photo feed is delivered through OpenLoop, Grand Visual’s campaign management dashboard.
Joanne O’Riada, Marmite brand manager, said: "2012 has certainly been a great year for Britain – from the Queen’s Jubilee to unprecedented sporting achievements – so what better way to top it all off than giving everyone the chance to shine in this year’s Oxford Street Christmas lights."
Jace Tyrrell, director at New West End Company, which represents the Oxford Street Retailers added: "London’s legendary Oxford Street Lights will capture the imagination of the 40 million visitors to the West End, over the Christmas period.
"With the largest social media campaign the West End has seen, Oxford Street lovers globally are being given a chance to be part of the world famous display. We think it’s great to be working with an iconic British brand readily available on Oxford Street."
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