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Nike Chalkbot: Become A 2.0 Supporter!

 

Posted on July 14, 2009
Didier Vassout

 

Supporting the Tour de France is an activity characterized by a high degree of interactivity: scanning the pack for your favorite cyclist’s jersey, applauding the yellow jersey as he comes zooming past you, and writing encouraging comments in cray on the asphalt are all different ways of participating as a fan.

Nike has decided to take it to the next level by creating the Chalkbot. This allows cycling aficionados to send 40 character long messages, text messages, emails, or tweets that will be painted on the road of the Tour.

The Chalkbot was developed by Deeplocal and StandardRobot for the Nike Livestrong campaign, created together with Lance Armstrong in support of the brand’s cancer foundation. It allows fans to disseminate their messages of hope and encouragement, as well as joining the fight against cancer.

Nike has approached the event in a very original way: UGC (user generated content), viral video, social networks, and event based are all present in the campaign. A great idea for a brand to get involved without advertising or sponsoring, as explains UK marketing director Simon Prestidge: "We don’t do advertising any more. […] We need to become part of people’s lives and digital allows us to do that." We’re sure you get it, the cause is laudable and the concept is truly innovative.


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Sources:
- Nike
- Viral Blog
- The original article on culture-buzz.fr
- Translated by H. Turner


 

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