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Light up the sky with your message
The Life Centre in downtown Johannesburg is the site of Nike's latest interactive digital communications experience, reportedly the largest interactive LED installation in Africa, which allows sports fans from around the world to write their own headlines and light up the Johannesburg skyline.
At 30 stories and 138 meters high it is the fourth tallest building in Johannesburg and the total size of the wrap is 8400 square meters, big enough to cover an entire full size regulation football pitch.
Flanked by 90m tall images of Cristiano Ronaldo and Robinho, the interactive LED screen is almost half a football pitch in size and forms part of the brand's summer campaign that has seen it deliver the recycled national team kits and the Elite series footwear, combined with ongoing communications to build its position as the world's leading football brand. The site is visible from 6pm to 6am and displays messages in 12 languages.
Write the Future campaign
The Life Centre with the Nike LED installation is clearly visible from within the Newtown 2010 World Cup Fan Fest area, Newtown, Johannesburg.
Fans can submit a 57-character personal message through Facebook.com, nikefootball.com, Twitter, MXit (South Africa) and QQ (China) to over 50 of Nike's athletes from around the world. Up to 100 headlines are then selected each night and transformed into digital player animations that are projected across Johannesburg. When a fan's message is used, he or she receives a personalised notification showing a picture of the headline and the animation created from it.
This is just one way fans can engage with the brand's Write the Future campaign that has had over 32 million views digitally since its launch less than a month ago.
