The LIVESTRONG partnership is centered around inspiration and the ongoing Tour de France, while the Threadless initiative will help members follow along the company's celebratory cross-country tour.
Together Gowalla and LIVESTRONG are hoping to inspire members and Twitter users to direct 40-character messages of hope and inspiration to those affected by cancer to @chalkbot. The Nike/LIVESTRONG Chalkbot robot is painting the submitted messages on Tour de France streets and will be
To supplement the creative Chalkbot campaign, Nike and LIVESTRONG are also encouraging users to check in at Nike retail stores and leave messages of inspiration in the process. Gowalla users will not only get a custom Stamp, but if they check in during the Tour de France they will also receive a limited edition LIVESTRONG pin.
While the LIVESTRONG partnership focuses on using location-sharing to spread hope, the Threadless campaign takes location-sharing along for a cross-country ride. Threadless team members have departed from their Chicago offices and are traveling across the U.S. trailer-style in celebration of the company's 10th anniversary.
It's called the Threadless Everywhere Tour, and Gowalla's dubbing the location-aware trailer the first-ever real-time moving "Spot." The spray-painted trailer van will be continually updating its location using SimpleGeo technology as it traverses the country. Gowalla users and Threadless fans can track the whole journey online, and Passport Holders can check in to the trailer when it arrives in their neighborhood to get a free T-shirt in return.
Both the LIVESTRONG and Threadless partnerships exemplify that location-sharing can be used in creative ways to inspire hope and adventure.
