As a founding board member of Nice Ride Minnesota, Minnesota's bike-sharing program, I helped build the entire system from the ground up, working with designers, programmers, sponsors and state review boards.  We are the only non-profit bike sharing program in the world.

Then I spent 3 years working to launch and promote our program.

One year, as spring approached, we put three Nice Ride bikes into three giant ice cubes, put them in three busy places on Twin Cities streets, and just let them melt.  The cost of the bike ice cubes was $5K.  The free media coverage was valued at more than $5MM.  It was even covered as far away as Japan in the Nikkei Marketing Journal.