Facebook is presenting its users with a rare opportunity: To project their opinions about the 2012 elections on a giant Times Square billboard.

The What Matters Most to You App allows users to prioritize three political issues that concern them the most, by selecting three icons on their timeline. The app aims to encourage people to engage in discussion surrounding the election, by inviting Facebook friends to like and comment on their selected icons.

The app will also give users the opportunity to broadcast their icons, along with their Facebook profile pictures, on the Thomson Reuters and NASDAQ screens in Times Square.

2012 Matters is an experiment in agency, social network and out-of-home partner collaboration. In this case: R/GA, Facebook and Thomson Reuters, respectively, Facebook wrote in a statement on the app's page.

The app was created by a group of 20 Facebook employees, who were asked to put together an app that merged billboards, Facebook and the election, according to The New York Times.

Facts don't spread. Emotions do spread, said Paul Adams, a brand experience manager at Facebook, speaking at a presentation. We need to think about what an interaction looks like in that environment, he said, referring to Times Square.

In order to avoid too much conflict, the developers limited the political issues to 10: the economy, healthcare, immigration, social issues, energy, social security, debt, national security and the environment.

The What Matters Most to You App has launched and can be installed here.

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