Nike and social media

Sport Business News

Sports giant Nike recently unveiled the biggest LED screen in Africa in a move that is likely to be a boost to the company in the world of social media.

The giant screen, which now dominates Johannesburg's 138 meter high Southern Life Centre, displays content from a whole host of social networks, and is part of the Nike's 'Write The Future' ad campaign. The interactive LED screen will display messages of encouragement from users on Facebook, Twitter, QQ (China only), and Mxit (South Africa only) alongside pictures of football stars who endorse the brand. When visiting one of the aforementioned sites, soccer fans can input a short message of encouragement, up to 57 characters in length. Once submitted Nike then selects 100 of the user–generated messages to display on the 44–meter–high–by–42–meter–wide screen each night. The messages on show will be accompanied by relevant imagery of a fan's World Cup hero, and Nike will notify those lucky enough to be featured on the large screen. " We are excited to deliver yet another compelling way to engage and inspire fans around the world and bring them even closer to their heroes, " said Nike president and chief executive officer Mark Parker. " It's another great example of how we continue to connect with fans to drive separation and growth for the Nike brand. " The screen itself is bordered by 90–metre tall images of Portugal and Real Madrid star Cristiano Ronaldo, and Brazil and Manchester City striker Robinho – the combined size of which could cover an area equivalent to the size of an entire football pitch.

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