Nike's Livestrong campaign is getting millions involved once again with their Tour de France Chalkbot. This robotic device was created to 'chalk' (in the signature yellow hue of course) inspirational messages of hope to the athletes while raising spirits, awareness, hope and money for Lance Armstrong's Livestrong foundation.
Like the yellow bracelet that so many own, the chalkbot lets you 'own' a piece of the race by encouraging people to TEXT messages that they want to show up on the floor of the race. They have vehicles delivering the message:
a microsite,
AND a viral video explaining it all and encouraging people to get involved:
People seem to love seeing their texts on the 'big screen' - like on the Jumbotron at sports games- so this will no doubt be a success if enough awareness is raised. The campaign recognizes the human want for publication with the tagline: 'It's all about YOU.' Clever.
The messages sent in (100,000 plus predicted) will look something like this:
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