A special World Cup campaign allows fans to send messages to Africa's largest LED screen.

Nike's Write The Future campaign is taking an innovative approach by merging social media and World Cup activities to forge a truly interactive experience. Fans can submit a 57-character inspirational message through Facebook, Twitter, MXit (a South African social network), and QQ (a Chinese social network) and choose an accompanying picture of their favorite soccer player to have it headlined on the Life Center, one of Johannesburg’s largest skyscrapers. 100 fan-generated headlines are selected each night to be displayed on Africa’s largest interactive LED screen. Measuring 44 meters high by 42 meters wide and hoisted 30 stories high, it displays fan messages for the entire city to read and be inspired by. When a message is chosen and displayed, the fan receives a personalized notification with a picture of the headline and the accompanying animation of their favorite soccer player.

EXCLUSIVE MEMBER CONTENT
PSFK provides access to this article and every report, case-study, interview, and analysis that we publish for our members. PSFK Professional Membership also unlocks accessto unlimited customized research assistance and our database of over 100,000 insights on innovation trendspanning across eight industry sectors—from culture and brand to retail and customer experience.
Already a members? Log in