Gearing up to face on-track competition in the coming years, high-speed railway Eurostar wanted to increase ticket sales to Amsterdam and show consumers that they could play an active role in their travel-marketing plans. Eurostarlive.com, a real-time content platform, flipped data and social conversations into advertising content. Along with schedules and timetables, travelers’ photos and tweets were instantly updated on Eurostarlive, and turned into huge digital billboards across commuter hot spots in and around London. Interactive online and digital billboards asked commuters to guess Amsterdam landmarks for a chance to win free train tickets. As a result, not only were more than 7,000 uniquely curated spots delivered each day, but bookings rose almost 50% on routes to Amsterdam.