Harley-Davidson has introduced the latest evolution of its “No Cages” campaign, which puts real Harley riders in the spotlight, while challenging stereotypes and launching the new Seventy-Two Sportster model. Harley worked with existing marketing partners including Victors & Spoils, VSA Partners, Digitas and Sapient on the digital-only campaign.
Titled ‘E Pluribus Unum,’ or “out of many, one,” the effort is the first born out of Harley-Davidson’s new crowd-sourcing Facebook app dubbed Fan Machine. It allows Harley-Davidson’s 3.3 million Facebook fans to review an advertising brief, submit ideas and vote on submissions from other community members.
The centerpiece of the new campaign is a series of digital videos featuring genuine Harley-Davidson riders and a corresponding stereotype showcased as a Twitter hashtag – “#StereotypicalHarley [fill in the blank].” The ads are designed to start a conversation that will come alive in the social sphere through Harley-Davidson’s Web site and social platforms.
The ‘E Pluribus Unum’ campaign is based on an idea submitted by Harold Chase, from Tukwila, Washington, through the Fan Machine and the riders were casted on Twitter.
See the new ‘E Pluribus Unum’ video at www.h-d.com/stereotypicalharley.