After six months, Citi Bike, New York City’s new bike share program, was widely hailed as a public policy, marketing and PR homerun. It was the beginning of December 2013, and New Yorkers’ adoption of the program had exceeded all expectations.

Yet as the weather began to turn, title sponsor Citi faced serious challenges. Citi was intent on keeping up excitement about the program and generating momentum for 2014. Also, a key aspect of the program – it’s green, sustainable benefits – had not been sufficiently highlighted, creating an important opportunity for the brand. Citi sought to create a PR event that would move the needle on these fronts.

To realize these opportunities, Citi developed an idea that would turn all eyes on the program and its sustainability benefits in a marquee setting. Citi Bikes would power the New Year’s Eve Ball at Times Square. For three days in late December, thousands of people rode stationary bikes at Citi Bike Pedal Power Station, generating kinetic energy to light the world-famous 30,000-bulb ball.

The obstacles were significant. Sponsorships, permitting, and design/engineering of the setup were complex, and generating positive buzz was far from assured in New York during the holidays.

The event achieved towering coverage through top-tier, national media outlets. Hundreds of pieces– most highlighting sustainable features -- reached tens of millions. The culmination was a celebration of the campaign on the world’s most-watched New Year’s Eve TV program. Sign-ups for Citi Bike in January and February nearly doubled forecasts despite a brutal winter.

The Citi Bike Pedal Power Station – a substantial, branded installation at Times Square in operation from 10am to 10pm for three days beginning December 28, 2013 – officially kicked off with a packed press conference pre-seeded to local and national media. News of the event – which had support from the Mayor’s Office -- was also distributed before and throughout its duration through Citi and New York City Bike Share’s social channels.

Immediately, lines formed as eager participants, directed by branded street teams, hopped on seven stationary Citi Bikes attached to replica Times Square balls and connected to 12-volt batteries. A “count-up” energy meter tracked their collective progress and buzz grew. Each rider received a free Citi Bike day pass and had his/ her picture taken and immediately emailed to them. The emailed photos were outlined with branded, digital frames, and included easy clicks for sharing photos via their social media channels.

Media: The event earned monumental national media coverage, including a segment during ABC’s “New Year's Rockin Eve with Ryan Seacrest,” a Wall Street Journal photo feature, coverage on CNN and the Associated Press, and blanket New York coverage. In all, 257 stories – most highlighting the sustainable aspects of the event and program – achieved 13 million+ broadcast viewers/listeners and 205 million+ print/online impressions.

Event Participation: Riders and watchers packed the Citi Bike Pedal Power Station throughout the event. Some 2,200 New Yorkers and tourists rode bikes to generate 2,000+ kilowatts of energy – enough to power the 30,000-light ball for the one-minute countdown and then some (2.4 minutes in all).

Citi Bike Participation: Some 8,200 people signed up for Citi Bike in January and February, nearly doubling forecasts despite a brutal winter. Nearly, 1,500 people signed up during the three days of the event alone, expediting December’s sign-up rate by 67 percent.