As a part of a promotion for a two-day Invitational Bull Riders event on Jan. 6-7, five cabs decorated in brown and white fake cowhide with roofs topped with bull's horns lined up just outside Madison Square Garden on Tuesday.

According to Gavin Harvey, a cable TV executive backing the event, "It's hard to get noticed in New York."

As a promotional gimmick, the fares will be free for anyone willing to ride the bull-horn cab on Sunday. One of the onlookers said that the cab looks like a cow on wheels.

The participants in the contest include contestants from Brazil, United States, Mexico, Canada and Australia.

According to AP reports, the scores are based on how well both riders and bulls do their jobs.

"The bulls win more often than the riders," Harvey said.