Harley Revs Up Younger Buyers with Influencer Events - Event Marketer

Harley Revs Up Younger Buyers with Influencer Events

DB_Harley_2012 Book
Brand: HARLEY-DAVIDSON
Agency: MIRRORBALL
Awards: EX AWARDS — BEST RETAIL/IN-STORE EVENT PROGRAM
Year: 2012

As most iconic brands do, Harley-Davidson had reached a point where it needed to reconnect with young buyers and generate new leads. Marketers knew the brand’s retro rebel image was an asset, but one that needed some modern spin in order to be relevant to the new target. So it created the Harley-Davidson Boot Camps, an event template for dealers to attract young men to the showroom.

Harley tapped influentials in the 18- to 35-year-old age group to attend the events. It also promoted the events at the Sturgis Motorcycle Rally, where it unveiled its first-ever all-female motorcycle street team, which garnered plenty of press. At the events, attendees were treated to food and beer in a casual setting. Staff walked them through the process of learning to ride, getting a license, buying or financing a bike, customizing it for their needs and what to expect in the first year of riding. Attendees were able to jump on a “dyno,” a motorcycle on rollers, to get a feel for what the staffers were talking about.

The brand produced more than 75 events and generated an average of two bike sales per night. It also collected an additional 2,000 contacts per dealer, generated nearly 10,000 leads and distributed more than 80,000 lead cards. The p.r. campaign generated three million impressions.

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