Turns out "Write The Future" was just the beginning.
The Nike World Cup juggernaut continues, now with "Write The Headline," a giant LED sign on the Southern Life Center building in Johannesburg.
Fans around the world can send messages from Facebook, Twitter (#nikefuture), QQ (a Chinese chat program" and Mxit (a South African IM app). It's so huge, it can be read as far as 2.5 kilometers away.
The idea: You write the future, projecting an animation as well as your personal message, on the city's fourth tallest building.
In my new book, THE ON-DEMAND BRAND (available everywhere books are sold), I look at similar efforts from the likes of Calvin Klein, BMW, 42Below Vodka and others. These kinds of initiatives work best with mobile, of course, as consumers on the scene are able to text their personalized messages and experience them on the spot.
Nike seems to own this World Cup - writing its own game plan by enabling consumers to do the same.
Read more about Nike "Write The Headline" here.