Nike Chalkbot ou l’héritage de Lance Armstrong à la communication et au marketing sportif

Lance Armstrong (ne Lance Edward Gunderson) a marqué l’histoire du cyclisme en remportant 7 Tours de France et en venant de les perdre cette semaine suite à la décision de l’autorité américaine anti-dopage de suspendre le coureur américain à vie et de lui retirer les résultats obtenus depuis le 1er août 1998, coupable de multiples violations du code mondial anti-dopage.

Mais Lance Armstrong a aussi marqué l’histoire de la communication et du marketing sportif puisqu’avec son sponsor de toujours Nike, ils ont développé ensemble pour sa fondation Livestrong, le Chalkbot, une machine permettant à toute personne à travers le monde de laisser un message via une plateforme digitale et de le voir imprimer sur les routes du Tour de France 2009.

Une véritable innovation en 2010 qui a permis à la marque et à l’association de remporter le Grand Prix Cyber et le Grand Prix Titanium & Integrated des Cannes Lions, 2 des récompenses les plus prisées du monde de la publicité.

Si vous ne connaissez pas le Chalkbot, voici ci-dessous le case-study (en anglais) de la campagne qui reste jusqu’à aujourd’hui l’un des best practices du marketing sportif.

[youtube]http://www.youtube.com/watch?v=oNg-rQR6z84[/youtube]

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