The communication alternatives are mind-boggling today, but sometimes someone comes up with an innovative way to combine them. Imagine Social Responsibility Marketing linked with social networking and the broadcast media, backed by comment around the world, for what must be a pretty modest outlay compared to, say, a 30 second ad spot in the superbowl that few remember. Pretty cool!.

Chalkbot” did it brilliantly for Nike during the recent Tour de France, just how you measure the impact is a tricky question, but the value must be huge, and it is going viral, so will multiply for Nike and cancer awareness over time. Next year will be “huger”

Nike is a  consistently brilliant marketer, they may have plenty of $ to splash around, but they just go to the essence of brand-building by grabbing people by the heart, not the wallet, and not letting go.