A Facebook app invites fans to submit a photo that will appear on a digital screen as part of the display. Users will be sent an email telling them exactly when their photo will appear.
A live web-cam and online gallery will make sure that people not able to visit the capital will still be able to see their photo.
An interactive bus shelter near Bond Street tube station will feature a camera so that passersby can also submit a photo.
Joanne O’Riada, Marmite brand manager, says: “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.”
More than 40 million visitors are expected to shop London’s Oxford Street during Christmas. The mile-long display will run for six weeks throughout the festive season.