12/07/2009 by

Chalk Your Message With Nike

Supporting cyclers is a common sight at the Tour de France: people stand besides the track cheering and chalk messages on the road to encourage the cyclists. Now Nike takes it to next level with the Chalkbot.

Chalk your message on the tracks of the Tour

This year, supporters in the U.S. and France can text or tweet inspirational messages for bicyclists that will be displayed in yellow chalk by Chalkbot on the roads of the Tour de France.

The Chalkbot is part of Nike’s LIVESTRONG campaign for the 2009 Tour de France and was created by Nike, Deeplocal and StandardRobot. At Nike LIVESTRONG Nike invites people to own a piece of the road and send their 40 character message of hope and inspiration and join the fight against cancer.

The campaign shows that you don’t need to advertising in order to get people to talk about your brand, as Nike UK Marketing director Simon Pestridge says: “We don’t do advertising any more. (….) We need to become part of people’s lives and digital allows us to do that.”. With this campaign, Nike successfully integrates on and offline, commercial and charity purposes and getting people to interact with the brand.