Headlines written by fans show up on one of the tallest buildings in Johannesburg.

Heading into the World Cup 2010, Nike wanted to give football fans a chance to light up the host city with their own predictions for who would win. Fans submitted their own headlines on social media, and at night they could see their message streamed across a giant LED display on one of Johannesburg’s tallest skyscrapers. Plus, huge renderings of their favorite players accompanied each message. Over a hundred headlines were shown per day of the campaign, in sixteen different languages. The LED display on the building was the biggest on the continent at the time.