To introduce Levi’s Commuter cycle wear to fixie (fixed-wheel bike) riders, an influential cycling subculture, we created a brand new media placement. We discovered that fixie riders use cards lodged in the spokes of their wheels to identify themselves in street races, and the riders retain these cards as status symbols. So we distributed 6000 of our own designer cards in the spokes of fixies across the streets of Amsterdam, Paris and London. The spoke card generated a 23% response rate – the highest response for any Levi’s acquisition mailing. The gallery of bike images on the Commuter product page received 39,638 unique visits, six times the number of cyclists initially targeted with the spoke card pack.