Jason Anello of Yahoo! spoke about how his team embraced ‘experimental marketing’ with the Purple Pedals Project and the Ybike. The goal was to use Yahoo! as a platform to document the places and experiences people had while riding special bikes that Yahoo! customized with GPS units and cameras. The bikes have been sent to places around the world. Jason summed up 5 lessons that the Ybike project has produced that could be applied to choosing how to establish a project like Purple Pedals:

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