Great little campaign from Nike. Is it even a "campaign"? They've just created a useful/fun tool and branded it. Lovely stuff. A big tradition in the Tour De France is for fans to write messages of encouragement on the road in chalk for the riders as they go by. Nike has made it so that anybody in the world can submit a message and have it written on the road. Thanks to Chalkbot. An internet-connected chalk tool that will etch people's messages that have been submitted via twitter or the website. As some people have said, it's a great merging of the digital and physical worlds. Or a bridge between the two perhaps. It's also a great example of how good digital ideas are light enough to travel around social networks, rather than the meat of it being based in a microsite. And any ad idea that has robots in it automatically wins in my book.
If you haven't seen it yet, check it out: