A London-based company is developing a series of new technologies that could turn bikes into a huge media platform

Cyclist make up a quarter of all commuter traffic in London, and that number might go up in the next few months. A startup called Buzzbike is forming a partnership with Cooper—the makers of Mini—to provide free bikes to Londoners.

For a £100 deposit (about $145), riders get a Cooper bike, lights, insurance, a Hiplock DC lock and servicing, but they also come with a series of requirements. Users must commit to riding to work at least 12 days a month using the Buzzbike app to track their ride and park on the street in visible areas. There is a reason behind these very specific demands: the bikes are actually moving ads. Each one is fully branded, offering brands a new way to advertise around the city with their own unique fleet of bicycles.

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