The brief
Launch the new Forty-Eight Sportster: an entry level Harley with less balls than the rest of its family. With a 'creatively inspiring' budget.
Mandatories
Incorporate a dealer build off to promote the Sportster's history of customisation ('incorporate' meaning 'must be at centre of the idea.')
Our solution
Harley-Davidson Judgement Day. 48 dealers have 48 days to customise their own Forty-Eight. Day 49 is Judgement Day: Harley fans choose the winning bike and Harley-Davidson decides which fan is worthy enough to win their own brand new Forty-Eight.
Execution
We built an entire website that linked with Twitter and Facebook (can anyone else smell case study?) to gain as much exposure as possible. To win the new Forty-Eight, users had to complete 48 'tasks of devotion.' Tasks included interacting with the website, dealers and other users, as well as getting more people to join the competition.
The main media campaign extended to rich media banners, print, EDM, social media as well as original, branded content in partnership with One HD. Please be advised this video contains Guy Sebastian and Ronan Keating.
I could rattle off a list of 360 degree user-impressionated resultistics that would look good as flashing supers over The Temper Trap. But the best result was simple: the Forty-Eight completely sold out across Australia and NZ in only 12 days.
