Scherzinger, who is a brand ambassador for Reebok, will interact with shoppers at London’s Westfield shopping centre via two-way cameras on Ocean Outdoor’s full-motion digital billboard.
Shoppers will be able to talk to Scherzinger and watch the video of her latest single Poison.
The campaign, developed by M&C Saatchi Sport & Entertainment, launches at 1pm today (29 November).
Ocean Outdoor says the campaign “demonstrates how digital out-of-home can be used to amplify a brand’s use of its celebrity ambassadors”.
Reebok describes its ZigTech range as an “energy drink for the feet” as they are designed to give the wearer more energy.
The sports brand has sought to translate this message to the outdoor campaign by bringing a usually static media to life.