How can you generate publicity for a new bikesharing system? Chicago’s newly launched fleet of pale blue bikeshares includes one “unicorn bike”: a bright red bike, dubbed #Divvyred, that Chicagoans are chasing all around the Windy City.


Photo by the Chicago Department of Transportation.



Chicago’s bikesharing system, Divvy, launched this summer with a fleet of pale blue bikes. Except one. As a clever marketing tool, one of the Divvy’s 3,000 bikes is painted bright red. Chicagoans who spot the bike can post photos of it on Twitter using the hashtag #DivvyRed to be eligible for daily prize drawings. In addition, the 25th, 50th, 75th, 100th, 200th, and 300th riders get free memberships.

Installing what Transportation Commissioner Gabe Klein calls a “unicorn bike” is an inexpensive and fun way to generate publicity for this new city service. Photos of the elusive #Divvyred are slowly appearing on Twitter, Instagram, and Facebook.  The random node-to-node transfer path of bikesharing ensures the bike will eventually make its way all around the city, appearing at Wrigley Field one day and in Bronzeville the next.

If Capital Bikeshare added its own unicorn, what might it look like?  As we’ve learned, bright red is a striking color. Few colors, except maybe gold, can outshine red in conspicuousness and mystique.  Popular stories prize elusive golden items, from the golden ticket to the golden fleece, so why not add #theGoldenCaBi to the list?


Image by the author.