Nike’s “Write the Future” ad, created for the world cup, has by all standards become a global phenomenal success. In a move to further capitalize on its success, Wieden + Kennedy, the agency responsible for the campaign, has launched an interactive component via Facebook, and Twitter (#NikeFuture).

Through these social mediums fans are encouraged to “write the future,” of their favorite players. The best headlines are selected daily and are displayed in electric lighting on the facade of the Life Centre building in Johannesburg.

Another great example of a brand adapting its role and acting as a facilitator between the emotions and conversations taking place between people and their passion for the World Cup. It’s not just about engaging the audience in real-time rather in this case its almost the sense of empowering people to embrace and take control of their lives by writing their version of what the future holds.

Who knows what the real outcome will be but one this is for sure…this initiative is definitely helping Nike’s to write its own future.

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