The coverage of the Tour has been a great success.
Much of the coverage features some great commentary from Phil and Paul who discuss the riders and the stages throwing in facts to make you feel like you’re on a gastronomic and historical tour of regional France.
One thing that caught my attention last night was Lance Armstrong. Hard to miss him, but the commentary talked about his Livestrong campaign featuring his series of designer bikes that would be auctioned and the success of the “Chalkbot” campaign.
An Example and video below explains all via the agency DeepLocal
Basically, playing off the tradition to chalk messages on the road during the tour, Nike set up a twitter and website allowing people to submit their own “Livestrong” messages:
What’s amazing is the depth and breadth of the campaign as a whole. Few Brands other than Lance and Nike could pull off such an ambitious and well executed campaign. The awareness amongst a new audience is pivotal in its success.