Amstel's Beer Bike As far as marketing ideas go, this one may just take the beer-battered cake. May 15th marks a Dutch invasion of the Upper West Side in celebration of Dutch heritage, and the Amsterdam-brewed Amstel Light has kicked in with a takeover of Amsterdam Avenue on that day. They'll be giving away 150 bicycles (which should never be driven after imbibing their brew), offering up drink specials, and doing other things that......

Photos by Rolando Pujol/amNY Not the first time sci-fi has overtaken the streets of New York (last year the USPS installed some R2D2 mailboxes), Spike TV has sprinkled Star Wars ads all over town. Their most eye-catching yet involves lightsabers in a bus shelter (pictured), which amNY spotted at West 34th Street and 8th Avenue. The question is: how long will they last in there? Even the Gap's "Picasso Wore Khakis" ads were stolen......

Even though New York City has around 98 monikers, did you know that there is no official city nickname? The Village Voice reports that one Queens Councilman, Hiram Monserrate, is ready for that to change. Monserrate wants us to officially stake claim on the "Gotham City" title, and is pushing the City Council to designate it as our chief nickname (preferably before The Dark Knight is released this summer). He says, “I see that as......