The Nike Chalkbot campaign is hot favorite to win the Cannes Cyber Grand Prix and watching this case study really backs that up! Most of you would remember Chalkbot from the 2009 Tour de France, travelling ahead of the pack, Chalkbot posted over 36,000 user generated messages and helped raise $4 million over the event with a 46% sales increase for Livestrong!
Users submitted 40 character messages by SMS, Twitter, Web Banners and the Nike Livestrong website. Each message would be send to the Chalkbot, printed on a section of the course, instantly photographed, tagged with GPS coordinates and then emailed to the person who submitted it. I think this still has to be one of the best event campaigns I’ve ever seen, but the current issue in Cannes is if this fits into the Cyber category or the new Grand Prix for Good category.
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Posted by: Aden Hepburn
Nike’s support of Lance Armstrong and the Live Strong Foundation fight against cancer was expressed through the “Chalkbot”, an interactive campaign focused on chalking the roads during the 2009 Tour de France. The Nike Chalkbot, a purpose-built machine, took messages from spectators around the world via SMS, web banners, Twitter and WearYellow.com, and sprayed them in yellow chalk on the French roads for all to see. Over the course of a month, the Chalkbot gained over 4,000 followers on Twitter, received over 36,000 messages and printed thousands of them over 13 stages of the Tour de France. The pneumatic robot and software system included a text message interface, web based queue and approval system for tour officials, onboard machine and nozzle control, spray mechanism, camera and GPS capture system, and Twitter integration. The campaign won Gold Prix in the Cyber Lions category at Cannes International Advertising Festival 2010.
Click on the image below to play the video in YouTube
Click on the image below to play the How the Chalkbot works video in YouTube
The Chalkbot campaign was developed at Wieden+Kennedy Portland by executive creative directors Mark Fitzloff/Susan Hoffman Wieden+Kennedy, creative directors Danielle Flagg/Tyler Whisnand, art director James Moslander, art director/creative technologist Adam Heathcott, copywriter Marco Kaye, interactive producers Marcelino Alvarez and Jeremy Lind, working with Nathan Martin and David Evans at Deep Local and StandardRobot.