To demonstrate BC Hydro LED Christmas lights are so energy-efficient they can be operated by pedal-power alone, we secured a high-traffic billboard in downtown Vancouver and affixed a red-nosed reindeer consisting of 1500 LED lights, along with a bicycle with which to power Rudolph. The bicycle was ridden for five days, 24-hours a day, to power the bulbs. For every hour of pedal power, BC Hydro donated to a local food bank.

Although too early to know what was generated in incremental LED bulb sales, the earned media coverage was incredible: 14,000,000+ impressions of the billboard were created through editorial coverage, in newspapers, on TV and websites; estimated value $1,000,000. Food banks benefited from $18,000 in donations raised by the billboard cyclists.