WEBcycle - Earth Hour 2011

As part of Earth Hour 2011, Arc Interactive Publicis Israel along with Tel Aviv-Jaffa Municipality are connecting the real world online. Together we've launched the world's first website that works by pedaling a bike in real time. Riders pedal while the site is on the air, but in a moment of pause, the site is darkened.
The activity was broadcasted on Earth Hour's website and on Ynet, Israel's most popular news site.