With Daytona's Bike Week just a week away, Harley-Davidson wants to know, can you spot a biker? Or more specifically the typical Harley-Davidson owner? For the general public the stereotypical Harley owner is often much different from the reality and in HD's new “No Cages” campaign, the following video puts real Harley riders in the spotlight, while challenging stereotypes and launching the new Seventy-Two Sportster model.
Titled ‘E Pluribus Unum,’ or “out of many, one,” the new campaign is the first content born out of Harley-Davidson’s new crowd-sourcing Facebook application called Fan Machine. Fan Machine allows Harley-Davidson’s 3.3 million Facebook fans to review an advertising brief, submit ideas and vote on submissions from other community members.
The centerpiece of the new campaign is a series of digital videos featuring genuine Harley-Davidson riders and a corresponding stereotype showcased as a Twitter hashtag – “#StereotypicalHarley [fill in the blank].” The ads are designed to start a conversation that will come alive in the social sphere through Harley-Davidson’s Web site and social platforms.
“The beauty of the ‘E Pluribus Unum’ campaign is that it uses the element of surprise that exists in every Harley-Davidson owner to inspire people to think about riding our motorcycles,” said Scott Beck, Harley-Davidson’s General Manager of Marketing Operations for North America.
The ‘E Pluribus Unum’ campaign is based on an idea submitted by Harold Chase, from Tukwila,Washington, through the Fan Machine and the riders were casted on Twitter. Harley-Davidson worked with existing marketing partners including Victors & Spoils, VSA Partners, Digitas and Sapient to bring the entirely digital campaign to life.