Piccadilly Circus in London has been synonymous with outdoor advertising for nearly 200 years and is one of the key tourist routes in central London. Vodafone took over the sign on Coventry House for a five year contract using software by Codegate to enable people to submit their own interactive content. The site was the only outdoor advertising sign occupying the Eastern aspect of Piccadilly Circus and could be seen from over 2 million cars and by more than 32 million pedestrians using the area every month. Codegate's software received text messages from the public, checked and queued them before driving them to the sign.