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LIVESTRONG Chalkbot

For decades riders in Le Tour have been encouraged by chalk messages scrawled onto the track by fans.

Wieden+Kennedy, Portland USA used this to develop an inspired viral SMS campaign for Nike and Lance Armstong’s LIVESTRONG cancer charity. Tour followers sent SMS messages to the ‘Chalkbot’, a machine which re-printed their message onto the gruelling French tarmac. The Chalkbot gained 4,000 followers on Twitter and received over 36,000 messages in a single month and subsequently picked up Webby Award and won Gold Prix in the Cyber Lions category at Cannes International Advertising Festival 2010.