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.
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.
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.
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