'Write the Future' Writ Large

Nike's Interactive Sign Lights Up Johannesburg Tower

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Nike has already shown its support for the FIFA World Cup -- or at a minimum has already tried to capitalize on it -- with its epic three-minute video called "Write the Future," featuring futbol stars such as Wayne Rooney, Ronaldinho, Cristiano Ronaldo and Didier Drogba.

Nike is now advancing its campaign through a huge interactive billboard affixed to the Life Centre, one of the most prominent buildings in Johannesburg. Fans from all over the world are invited to submit a 57-character inspirational message that "writes the future" of their favorite player through Facebook, Twitter (using the hashtag #NikeFuture), the mobile app MXit and social networking site Tencent QQ.

The effort selects 100 fan-generated headlines each night to be displayed on Africa's largest LED screen. If your message is displayed, you receive a personalized notification with a picture of your headline and the accompanying animation of your player.

See video here.

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