Nike, which sponsors England striker Wayne Rooney, will project messages of support on the outside of the Life Center, a skyscraper located in downtown Johannesburg.
Fans can send messages of support via the #NikeFuture hashtag on Twitter or on Facebook, with up to 100 messages a night being projected onto the building.
The stunt is part of Nike’s Write the Future campaign, which has been such a hit with football fans around the world that research has shown it has given the brand more association with the World Cup than rival adidas, which is the official Fifa sponsor.
Nonetheless, England fans have questioned whether the ad is a curse with two key players featuring in the spot, Rio Ferdinand and Theo Walcott, not appearing at the World Cup.
England are yet to win a match at the World Cup and now face being knocked out of the tournament unless they score a good result in tomorrow night’s game against Slovenia, currently the leader of group C.