Munroe Motors, a San Francisco, California dealership known for sponsoring AMA Pro Thunder and Isle of Man racer Tom Montano, recently filled an order for 22 sidecar rigs built to look like a television set on wheels for a promotional campaign.

The machines were ordered by Seismicom.com, an advertising agency working for Ultimate TV, a new interactive television service from Microsoft. The promotional plan calls for riders, dressed in matching outfits, to ride the sidecars through major city centers, attracting attention for Ultimate TV.

Munroe Motors had three weeks to source, supply, build, and deliver the machines with sidecars, which were based on Royal Enfield 500cc Bullets built in India.