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Twitter Helps Nike Chalkbot Go Viral
The power of Twitter has helped to make a unique Nike advertising campaign go viral and raise money to help fight cancer.
The Nike Chalkbot is a simple idea: “It’s about using the road as a canvas,” described one of the Nike team, as the pneumatic robot prints messages of hope onto the road from people either suffering from cancer or who have loved ones with cancer.
Nike has worked with British cycling inspiration Lance Armstrong for five years now and helped the Lance Armstrong Foundation to raise over $80,000,000 worldwide to fight cancer. The Nike Chalkbot was employed in the Tour de France printing over 100,000 messages on the road which inspired not only the cyclists but also thousands of people across the globe.
As Nike promoted the Chalkbot and LIVESTRONG through online advertising, it was Twitter which really helped the campaign take off. During the 25-day race, Chalkbot’s Twitter feed received more than 36,000 messages from 4,000 followers printing the heartfelt sentiments across several thousand miles of French tarmac.
Grant Parker, DDB London’s head of art told the Metro: “Using text and twitter to chalk messages is something the rider and spectators would – and clearly did – love. Nike really has used new technology in a good way here creating something unique and beautiful in the process.”
Using new media toys to promote brands can be annoying said Mr Parker, but as simple and well executed as the Chalkbot, “it works brilliantly.” The Lance Armstrong Foundation helps over 28 million people to fight cancer; looking to raise awareness and fund further research.
Social Media news posted by Frank Hudson on 20 October 2009
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