There were two obvious winners at the FIFA World Cup this summer. Spain took home the 13-pound, 18-carat-gold trophy for its achievement on the field. Nike won the branding championship, thanks largely to a three-minute commercial called "Write the Future," in which its stable of soccer endorsers fantasize about the glory or disgrace that might result from their play in the tournament. Hundreds of millions of people saw "Write the Future" on television. Before it blanketed traditional media, however, Nike launched the video on Facebook, the Web's dominant social network.
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