Nike wanted to have a continued, relevant and tactical voice during the world?s biggest football tournament. They also wanted to have some significant visible presence on the ground in South Africa. Finally, they wanted to provide fans a platform to have their own voices heard even if they weren?t able to be there. The experience was targeted at football fans who had something to say about the players and action happening on the pitch in South Africa.

To capitalize on the buzz that was generated from the campaign and keep the conversations alive during the competition we created an interactive experience that enabled fans from around the world to write their own version of the future. Fans were invited to use social media ?specifically Facebook, Twitter, Mxit and QQ ? to submit their headline predictions for their favourite players during the tournament. The best headlines were then beamed from the Lifecentre, Johannesburg?s tallest building.

The Lifecentre gave Nike a presence on the ground in Johannesburg during the tournament. It effectively took the online buzz created by the campaign into the real world on a grand scale. The Lifecentre execution complemented the overarching global Write The Future campaign by giving the fans an opportunity to write the future. Suddenly football fans all over the world had a voice to broadcast their opinions to those lucky enough to attend the event.