The OpportunityHarley Davidson had been launching their bikes in the same way for over 100 years.
Until 2020, HD launched their new models by bringing their dealers together for an all-expenses-paid launch event where they gave franchise owners a firsthand look at the coming year’s models. This approach missed a key audience though: the riders who actually buy the bikes. So with COVID putting the brakes on in-person events, we had an opportunity to shake things up.
The IdeaUse technology and creativity to launch products and let riders explore them from the same place.
We brought together our internal team and the wizards at Media Monks to create a digital event and launch platform that brought new bikes to the people who loved them most: riders. The experience combines compelling content with interactive product pages and even allows them to book a test ride right from the launch portal.
“For the first time in its 118-year history, the Motor Company will bring the world together for the debut of its model-year lineup.”
— Rider Magazine
You can’t make
everyone happy.
Or can you?
The Motor Company had been launching bikes the same way forever. They would fly all the dealers out to Vegas, have a big party, and wheel the bikes out on stage to great fanfare for dealers from around the world to see first hand.
The only issue with this was that it left out the most important part of the equation: getting riders excited and informed when it came to HD’s newest bikes.
So how would we make a product launch that not only brought the products to the consumer but made sure we didn’t cut the dealers out of the process. While watching the launch event, riders could book a test ride right from the experience at their local dealer. Win win.
