Digital
Chalkbot
Nike / Livestrong · 2009
- Agency
- Wieden+Kennedy Portland
- Campaign
- Chalkbot
Analysis
Nike’s Chalkbot printed messages submitted through digital channels on Tour de France roads. This film still shows the machine’s nozzles close to the road surface.
Remote participationPhysical outputCommunity messages
Why it worked
The machinery gives an online submission a visible result outside the screen. It adapts the cycling tradition of writing encouragement on the road. People far from the race can contribute to the same public space as local spectators. The machine is memorable because its function follows directly from the invitation.
Lesson
Give remote participants a clear way to see their contribution in the physical world.
Image source
© Nike / Livestrong. Shown for study and commentary.
Not affiliated with or endorsed by Nike / Livestrong.