The chosen approach was both powerful and minimalist:We soldered together special circuit boards with a set of coloured LEDs on both sides. Programmed with a PC and attached to a normal bicycle, the blinking LEDs created an animated image on the spinning wheels: Pac Man, one of the greatest computer game classics, in pursuit of Inky the ghost.

The promotion teams covered living areas in the city centre mainly inhabited by young, stylish people embracing retro aspects of life. The great visible personal response and the great number of pictures taken provided a great mouth-to-mouth spreading of the idea inside the target group.

The promotion was done in March 2008. In this month, the attendance of the website increased by 42% compared to an average month.