Harley-Davidson Ditches the Stone Age for an App - Event Marketer

Harley-Davidson Ditches the Stone Age for an App

Harley Davidson ETA 2014
Brand: HARLEY-DAVIDSON
Agency: TABBLEDABBLE
Awards: EVENT TECHNOLOGY AWARDS — BEST USE OF TECHNOLOGY FOR DATA-COLLECTION AND/OR MEASUREMENT
Year: 2014

We all say paper registration forms belong in the Stone Age, and in truth, they do. But that doesn’t mean digital registration processes are more efficient, from a user standpoint at least. Not everybody is familiar with a tablet, or can type on one with reasonable ease. And then there’s that pesky issue of Internet and offline functionality for marketers looking to collect information in real-time.

For the Test Our Metal demo tour at more than 100 Harley-Davidson dealerships in Canada, the brand decided this year to scrap paper forms and leverage a mobile solution for collecting data, one that provided participants an easy way to accept and sign the standard waiver and release to take a ride. Since Internet connections can be unreliable in many remote parts of Canada the system had to work offline, and wirelessly. The solution was a custom app for iPad that collected data and featured a secure backend server for viewing and downloading the collected registration information and signatures.

For the consumers participating, the platform was easy to use, could capture a digital signature and featured keyboard shortcut keys to accelerate the speed of data entry. The system also automatically sent a follow-up email to consumers and, best of all, allowed the brand to make changes remotely and measure the success of each demo event.

“What a difference!” the client reported.

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