Referring to the famous meme, our hero bodybuilder finds himself lectured to „Never skip leg day“ by surrounding guys in a beach gym. Soon we see why: His legs look hilariously disproportionate. But he doesn’t care much. Instead he starts singing a song with a smile and gets onto his smart ebike – his reason for not struggling through leg days. He is backed up by his chorus of skinny-leg-bodybuilders who think the same.

The lyrics tell us their, mostly preposterous, reasoning for their attitude: a decent electric support instead of having to pedal hard. And the catchy rhythm of the song is very likely to convince us and sing along.

The music video, produced for the online audience only, first was launched on the German smart.com as well as on the brand’s facebook- and youtube-chanel. A week later, it was adapted by other european smart markets and Canada. On youtube, we added a loop with links to product infos and to the download of the song, in order to generate more traffic on the homepage. We used fitness-forums and bloggers to spread the video. From there on it took off, being reposted and retweeted on fitness pages, bloggers and their fans.

The video spread quickly especially among facebook, fitness blogs, youtube and twitter, reaching 7 million combined views and 56,000 shares within three weeks. After the second week we ranked No 1 in German Viral Charts (Source http://viralvideochart.unrulymedia.com). Traffic on the German ebike page generated 23,700 visitors, that’s an increase of 1,037 % compared to the 2,289 of the month before, pushed by the free download of the song (>1.700 downloads). First DJ’s have asked for remix material, which they received for free for further viral potential.