If the sight of a six-person musical group riding a single cycle wasn't enough to bring a smile to the faces of people in London, the fact that the band was also giving out free chocolate certainly helped.
The #Joycycle marketing stunt from Cadbury was created specifically for the purposes of spreading happiness, particularly to people who found themselves stuck waiting in line somewhere. In order to call out for help, people in London only needed to tweet to @CadburkUK. From there, the pedaling, playing group would locate long lineups and #FreeTheJoy.
In order to make the experience of waiting in a long lineup a bit more tolerable, the quirky group gave out complimentary samples of products like Cadbury's Twirl, Wispa and Dairy Milk snacks.