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A person riding a Harley Davidson motorcycle
A person rides a motorcycle down the road

New Model Reveal • Transforming an iconic event into an unforgettable experience

  • Client

    Harley-Davidson

  • Solutions

    PlatformsDigital MediaB2BFilmsVirtual Events

Case Study

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Case Study

As the Harley-Davidson community geared up for another memorable model year launch we crafted an immersive virtual destination for Harley’s first-ever digital reveal of new models in the brand’s 118-year history. 

Embarking on a road less traveled for both enthusiasts and dealers, the experience included interactive elements for new bike exploration, access to product specialists via live Q&As, shoppable content and dedicated microsites that encourage riders to continue the adventure.

Our Craft

Showing possibilities as wide as the open road.

  • Jason Momoa sits on a Harley
  • Harley Davidson platform screen
  • Explore the icons screen from the Harley Davidson platform
  • Road King special Harley Davidson screen
  • Launch countdown clock on platform

Microsites took users on a real-world virtual journey, making pit stops for video content, merch and interactive 3D renders of each bike. Users got to customize a bike's look, digging into what makes each model unique. With an integrated approach localized for 11 countries around the world, better represent the brand's diverse ridership and reach a wider audience of riders than ever before.

We also created a series of docu-style films profiling riders and the values that drive them—no actors, scripts or sets—riding the Harleys they love. And a separate 26-minute documentary—Everything’s a Road: The Path to Pan America—kicking off the launch of Pan America, H-D’s highly anticipated entry into the adventure touring category.

Results

  • Over 2 billion media impressions.
  • 97% positive media sentiment.
  • Over 360K viewers of the Pan America virtual launch, 
plus global media acclaim.
  • Sold out of Pan America pre-order allocation.
  • 1x CSS Site of the Day

  • 1x FWA

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