If you haven’t seen them yet Harley has a new ad campaign going. It can best be described as showing “anti-stereotypical” Harley riders. The traditional stereotype of a Harley rider as being the big tattooed thug that your Mother warned you about. But not in these ads, no these web videos show the new stereotypical Harley rider to be everything from “Soccer Mom“, “Honor Student”, “Police Officer” to “3rd Grade Teacher.” These Harley riders are real everyday people that lead real lives.
This latest ad campaign, “E Pluribus Unum” (out of many, one) came about via crowdsourcing the social media. The Facebook app, ‘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 ‘E Pluribus Unum’ campaign is based on an idea submitted by Harold Chase, from Tukwila, Washington, through the Fan Machine. The riders were cast on Twitter hash tag, “#StereotypicalHarley [fill in the blank].” Harley worked with existing marketing partners including Victors & Spoils, VSA Partners, Digitas and Sapient to bring the entirely digital campaign to life. You can see the videos at: www.h-d.com/stereotypicalharley .
Posted by Sam Kanish