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Harley-Davidson
Kid Rock Rebel Soul Partnership

RAN IN: United States

CLIENT
Harley-Davidson

Dino Bernacchi - Director, Mktg. Comm.
Randy Sprenger - Mktg. Manager

AGENCY
VSA Partners *Lead Agency

Jeff Cruz - Executive Creative Director
Dan Knuckey - Executive Creative Director
Don Peasley - Assoc. Partner
Jesse Rea - Assoc. Creative Director


Hudson Edit

Kristin Redman - Prinicpal


Dare Mighty Entertainment

Lee Trink - President
Vera Salamone - VP


G7 Entertainment Marketing

Lori Clou - Executive Director


SUMMARY

Harley-Davidson sells more motorcycles in the United States than any other manufacturer, so how could we have any problems to solve? Simply put, we have to grow the sport to grow our business. To do so, we need to attract non-riders, especially younger, more diverse individuals who may not envision themselves riding, or riding a Harley. We created a deep partnership with a like minded individual Rebel Soul, Kid Rock, connected with his fans, and turned over 2,500 into riders.

CASE VIDEO


Hero Medium: Events

Medium Featured On Video: Events,TV,Retail Experience

Audience: Cultural or Ethnic Group,Women,Young Men (20-35),Young Women (20-35)

Objectives: Gain new customers

Type: Business-to-Consumer

Classification: Local,Regional,National

Language: English