Nike has already shown its support for the FIFA World Cup with its epic three-minute TV spot, entitled 'Write the Future', featuring football stars such as Wayne Rooney, Ronaldinho, Cristiano Ronaldo and Didier Drogba.
Each segment of the ad, created by Wieden & Kennedy Amsterdam, shows a crucial moment of the match, and the consequences of making a winning contribution or a mistake.
Nike is now bringing its support to the host nation of the World Cup through the creation of a huge interactive billboard affixed to one of the most prominent buildings in Johannesburg, the Life Centre. Fans from all over the world are invited to submit a 57-character inspirational message that 'writes the future' of their favourite player through Facebook (http://go.nike.com/WhoWillWriteTheFuture), Twitter (using the hashtag #NikeFuture), Mxitt and QQ.
Similar to Nike's Chalkbot campaign, which saw a robot print messages of support to cyclists competing in the Tour du France, this campaign sees 100 fan-generated headlines selected each night to be displayed on Africa's largest LED screen, measuring 44x42 metres. If your message is displayed, you receive a personalised notification with a picture of your headline and the accompanying animation of your player.
So far fans have 'written the future' of the likes of Rooney ('Just Roo it!'), Drogba ('Beware of the Drog!') and Ronaldo (Ronaldastico!).