“Nike Chalkbot, the project that put Deeplocal on the map, was created to bring an innovative and interactive component to Nike’s Livestrong campaign. Inspired by the age-old tradition of chalking messages along the route of the Tour de France, Chalkbot made it possible for people all over the world to send inspirational messages to Tour riders. People sent tweets and other digital messages to the robot, which used a custom-built array of 48 spray nozzles that acted as a dot matrix printer to transcribe the messages onto the route in custom chalk paint. Chalkbot is often hailed as the first use of robotics in advertising.”