Supporters are being invited to submit messages and banners on Carling's website, with the best 100 being chosen to feature on advertising boards in and around the stadium on the day.
A third of Carling's own advertising space will be given over to supporter messages.
In what Carling is billing as the "first ever digital cup final", the Molson Coors brand is also hosting a Twitter commentary event and creating a giant message board on Bobby Moore Bridge, outside the stadium.
A poll will be held on the website to choose the music played in the stadium on the day.
Brand director Martin Coyle said: "The great thing about digital activity is that it gives everyone the opportunity to have their say in what should be a superb occasion."
The Carling Cup Final is on Sunday between Aston Villa and Manchester United.