needed to launch a redesigned lineup of the touring bike, their most important
motorcycles built for cross-country adventures. Rider feedback indicated that
a few things could be improved, but that they didn't want to see big changes
that would affect their beloved brand. However, when all the little
changes added up Harley-Davidson found itself faced with the biggest launch of
new motorcycles in the company's history. The challenge was to deliver
the message in a way that didn’t compromise the “die hard” relationship between
the brand and its fans.
How better to sell a bike made for riders, by riders, than with the ultimate ride through the spectacular red hills of Utah’s Canyonlands National Park. The goal was to remind the target audience of WHY they love to ride Harley-Davidsons.
The digital experience created around this ultimate road trip featured a video that took interactivity to new levels. It showed off the new bikes, in all their glory, in a dawn to dusk ride along twisting, turning highways and majestic canyons. Through camera angles and cuts, the viewer was put right in the middle of the pack.
In order to tell the product story without getting in the way of the ride, super slow-motion footage was employed to give viewers the chance to learn more about the new features that make Rushmore the ultimate touring machines.
Close-ups of signature features and links to more video for feature demos were offered to allow the user deeper access to the experience.
Featured in the videos were real, honest to goodness Harley-Davidson riders cast through Social Media. And, to make it interesting, the site was made in 19 different language for 34 different countries.
As part of the Rushmore launch, Harley-Davidson engaged brand ambassadors to publish social content around riding Harleys – specifically Rushmore bikes. We created this web experience as a way to capture the ambassador social chatter along with what riders are saying/posting about Rushmore in a consolidated place.
We encourage everyone to join the conversation by posting tweets or Instagram content using #RUSHMORE or #HDrentals. Content is moderated and then subsequently posted to this site.
The Rushmore microsite drove more than 1.4 million visits in 2013. Total video viewing time was the equivalent of more than 7 years. 50% of viewers who started the video continued watching for a straight 10 minutes.
Sales targets for Rushmore were exceeded in 2013. “Initial retail sales of the new Project Rushmore motorcycles sparked the largest year-over-year new model sales increase in two decades.” Keith Wandell, Chairman and CEO, Harley-Davidson
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