Harley-Davidson Digital Product Launch
The Opportunity
For over a century, Harley-Davidson had launched its bikes using traditional methods focused on dealers, missing the chance to directly engage the riders who fuel the brand's legacy. With the constraints of COVID making in-person events impossible, we saw an opportunity to create a launch experience that put riders at the center of the excitement.
The Idea
Reimagine the product launch by leveraging digital innovation and creativity to connect directly with fans.
We brought together our internal team and Media Monks to create a digital event and launch platform that brought new bikes to the people who loved them most, the riders. The experience combined compelling content with interactive product pages and even allowed users to book a test ride right from the launch portal. Global ambassador Jason Momoa co-directed a film that celebrated the spirit and future of Harley-Davidson, turning the event into a dynamic experience that brought new bikes to riders in an entirely new way.
The Adrenaline Junkie
“Everything that I’m doing on a bike, I’m the most alive during those moments.” - Adey Bennett
The Trailblazer
“If you truly love to do something, you’ve got to go do it. No matter what.” Ashmore is living her life the way she wants and finds solitude behind the bars.
The Highwayman
On his motorcycle adventures, Lance Coury Sr. criss-crosses the country on his Harley-Davidson, inspiring others to answer the call to adventure and a life on two wheels.
The Originale
"La dolce vita is happening now." Davide returned to his motorcycle and enjoyed the freedom of the open road.