We invented a new social media tool that collected digital conversation and broadcast it into the physical world in the perfect environment.We were inspired by Tour de France spectators who chalk the roads to cheer on the riders. We thought, why not take all of the messages of hope we were collecting virtually in the United States and physically chalk the roads of the Tour to inspire Lance. We thought this would create positive disruption for cancer awareness.

The robot we invented to make this dream a reality is the Chalkbot. Consumers sent messages of hope to the Chalkbot via SMS, Twitter, In-Banners and it chalked those messages on the roads of the Tour. Once a message was chalked, the Chalkbot photographed the message and sent the picture back to sender. The photo was placed in a digital gallery for web-users to witness the energy of this community.

We know we inspired millions of people from all of the purchased, owned and earned media impressions across all of the channels where we broadcast the stories of hope.The quantitative results of this campaign are very special. Nike generously gives all proceeds from the Livestrong product line to fight this deadly disease through the Lance Armstrong Foundation.During our campaign, Livestrong sales increased 46% and Nike donated over $4 million to Lance’s fight against cancer; pretty special.And our friend the Chalkbot received over 23 thousand messages to be chalked on the roads of France.