The activity is the latest extension of Apple's pan-European marketing partnership with Coca-Cola. The former will use the site as an interactive billboard to invite consumers to text in a code word in order to receive up to 1000 free iTunes downloads.
Tomorrow (Thursday), Apple and Coca-Cola will launch a two-week 'iPod spotter' campaign. A street team will hand out cans of Coke and iTunes gift cards to consumers with iPods who visit Piccadilly Circus.
Earlier this week Apple secured a deal with six airlines - Air France, Continental, Delta, Emirates, KLM and United - to introduce iPod seat connections that will enable air passengers to power and charge their iPods during flights.
In May, MTV and Microsoft announced the launch of a rival to Apple's iTunes called Urge, which uses Microsoft's Media Player to allow users to download MP3 tracks.