News

London mall added digital signage Twitter feed for Olympics

August 17, 2012

Scala Inc. recently announced its digital signage software was used by the "Official Shopping Centre of London 2012," Westfield Stratford City. The shopping center used Scala software to add a live Twitter feed to its digital signage that allowed visitors to the Olympic zone to see their tweets and photos instantly on the massive video walls throughout the mall.

The Westfield shopping center in Stratford has more than 300 screens running Scala digital communications software. For the Olympics, Scala partner FTP Concepts implemented the live Twitter solution, which was expected to have processed and posted 50,000 tweets on the mall's screens during the just completed Summer Olympics. The system included the Scala Live Campaign Twitter Moderator Tool, which enabled Westfield to ensure in real time that all content was acceptable and not inflammatory, removing the need for manual review.

"With its Twitter feed, Westfield Stratford City continues to be true innovators in how to use digital signage to generate fun, exciting ways to connect with shopping center visitors," said Damon Crowhurst, senior director, EMEA, Scala.

Westfield Stratford City is a shopping mall in Stratford, London, and owned by the Westfield Group. It is adjacent to the London Olympic Park and the third largest shopping center in the U.K. by retail space, according to the announcement.

Read more about digital signage software.