World Cup fans can take part in a massive social display with Nike's Write The Future campaign. Fans can text a 57-character inspirational message through Facebook, Mxitt, or Twitter and choose a picture of the favorite soccer player that would be projected onto the Life Center, one of Johannesburg's largest skyscrapers. The interactive LED screen measures 44 meters high by 42 meters wide. To prevent the obvious profanity and/or comments from frustrated soccer fans, submitted messages are selected before projected.

Yes very innovative and cool. A little bit "Blade Runner meets Johannesburg" but very engaging. And sometimes, voicing your opinion through brand engagement is a very successful ROI.