Fahrrad.de is an online-only bike store that needed a fun way to reach people in the real world. So we decided to make all of Germany's bike paths their “shop” - turning each and every bike icon into a portal that would unlock new and exciting offers weekly.

All you had to do was spot it, scan it, and discover what awaits. And by geotagging each icons location, city folks got offers on commuter bikes while those off the beaten path would find exciting deals on mountain bikes.