Nike Life Centre
On June 11th, the opening night of the tournament finals, we launched “Write The Headline, Write The Future”.
The experience challenged football fans from all over the world to predict future football headlines through the social media channels of Facebook, Twitter, MXit and QQ.
Through these channels, a user could select a Nike player by image and write a corresponding headline prediction for him.
The best predictions would then come to life on one of South Africa’s tallest buildings, the chosen headlines would animate into corresponding player imagery and light up the skyline of Johannesburg as the evening games were being played.
Headlines and player imagery would constantly update and change throughout the evening resulting in a dynamic and evolving content piece for the local football audience. The building had never been used this way before and the LED dominated the night sky throughout the tournament.
Any given evening up to 100 headlines in 16 different languages would be featured for over 60 Nike players.
And it wasn’t just the fans on the ground that got to see it; each headline was fed back to the fan who submitted, allowing them to share their contribution with their social media friends.
