Harley-Davidson Tackles Stereotypes in New Advertising Campaign
First Creative from the Motor Company's Crowd-Sourcing Facebook Application
MILWAUKEE, March 1, 2012 /PRNewswire/ -- Harley-Davidson rider...three words that tend to create a series of stereotypical images which span age, ethnicity, socio-economic status and lifestyle. Today, Harley-Davidson introduces the latest evolution of its "No Cages" campaign, which 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.
Fans can watch the new 'E Pluribus Unum' video on the Harley-Davidson Web site, www.h-d.com/stereotypicalharley.
Harley-Davidson Motor Company produces heavyweight custom, cruiser and touring motorcycles and offers a complete line of Harley-Davidson motorcycle parts, accessories, riding gear and apparel, and general merchandise. For more information, visit Harley-Davidson's Web site at www.harley-davidson.com.
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