In order to promote their brand new lighting systems, the “Betty” (the brightest bike light in the world with 3,600 lumens), Lupine introduced an interactive bike lamp inside the online version of BIKE magazine. Indeed, after the first few pages, something was different: the rest of the magazine was dimmed. The readers had to go back to the Lupine ad and switch on the light on the page in order to be able to read the rest of the magazine. Sharing the idea on Facebook, every post provided a link to a free sneak preview of the BIKE magazine. This time, the Lupine Betty illuminated an excerpt of the magazine from which visitors could order a trial subscription. The action was a success although it had a zero media budget.