Harley-Davidson Revs Up Project LiveWire Experiences - Event Marketer

Harley-Davidson Revs Up Project LiveWire Experiences

DB_HarleyDavidson1_2015 Ex
Brand: HARLEY-DAVIDSON
Agency: G7 ENTERTAINMENT MARKETING MIRRORBALL TRIGGER HOUSE
Awards: EX AWARDS — BEST MOBILE MARKETING PROGRAM
Year: 2015

Harley-Davidson revved up the motorcycle community with the introduction of its first electric bike, the LiveWire, to riders and influencers alike at 31 Harley dealership and lifestyle events across the country. From June to December, the brand brought innovation to the streets, offering up a chance to test ride the LiveWire to consumers who were pre-selected to participate or pre-registered online.

In an effort to demonstrate how Harley embodies the spirit of American reinvention, Project LiveWire offered consumers the opportunity to engage with the brand through a number of touchpoints, in addition to the test ride experience. The main attraction was the Jumpstart—a riding experience simulator that used an actual LiveWire motorcycle. A large LED screen set up behind the unit displayed rider stats, including speed and RPM, offering a pre-cursor to a test ride for motorcycling enthusiasts, and an authentic alternative for non-riders.

Other touchpoints included the LiveWire Frame exhibition, which displayed an animation that highlighted the electric bike’s innovative design features, and the Product Development Center Design Wall, which showed videos and photos of LiveWire designers at work using high-tech tools and sophisticated engineering software to demonstrate how the components of the vehicle come together.

The engagement also featured activities designed to drive social engagement through a “Tweet to Win” Twitter vending machine.

By the end of the seven-month tour, 6,864 test rides, 8,668 Jumpstart experiences and 20.3 million Facebook impressions helped Harley re-establish its commitment to innovation—and its reputation as a real, well, live wire.

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