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Cycling is cool, we all know that. But on Friday night I also discovered that bikes are leading the way as a platform for some of the coolest ambient/guerrilla/social media around.

Last Friday after a long working week I collected my cycling gear and exited the office ready for my invigorating journey home - it is winter after all. I am one of the growing number of Londoners who shun public transport and prefer the wind in our hair. I'm also a big fan of the Boris bike scheme and encourage others to use it/race me.

Now nobody likes a wet saddle but I've never got round to buying a cover. Imagine my delight as I approached my bike and saw that an unknown fairy godmother had covered my saddle ever so neatly with a rain protector. My curiosity piqued, I saw it carried a quirky advertising message: 'Cheap Monday - new store opening in Carnaby Street' and a facebook address if I felt like finding out more.

What a fantastic piece of marketing. A brilliantly useful freebie that was perfectly targeted and had superb cut-through. What's more, the brand's facebook page means that it is tapping into a ready-made community and interest pool while driving footfall really effectively. Some quick and dirty research revealed Cheap Monday also has a Magic Party bus cruise through London with free drinks; so that's a done deal and I'm definitely going to like their facebook page and encourage my cycling friends to join. View www.cheapmonday.com and www.facebook.com/cheapmonday

It got me thinking about other ways to advertise to fellow cyclists like myself. Excuse me if I get all Minority Report for a moment ... A call to action via some sort of GPS enabled gizmo connected to a Boris bike? Now that would be cool. Subliminal messaging at the traffic lights perhaps? Banksy- style street advertising that only someone on a bike will be able to view? Advertising/freebies at bicycle parking units? The options are endless...