Nike have invented another clever way to get themselves noticed

I love this idea.

It’s a superb Cause Related brand experience that will get Nike noticed.

Imagine being a participant or spectator of the Tour de France and seeing messages of hope in the fight against cancer written on the road.

Nike – with various partners – have created a giant robotic writing tool that chalks messages feed by Twitter and text. It can also send pictures of the messages back to their writers.

This smart use of technology will deliver relevant, unique and powerful brand experiences that people will remember and talk about.

Powerful stuff.