HARLEY-DAVIDSON ROLLS OUT INTEGRATED CAMPAIGN CELEBRATING RIDERS’ INDIVIDUALITY

Published on March 5, 2015 under Blog

#RollYourOwn Redefines Perceptions of Harley Riders and How They Ride

MILWAUKEE (March 4, 2015) – Today, Harley-Davidson Motor Company debuts “Roll Your Own,” an integrated marketing campaign that evolves the company’s efforts to break the stereotype of who rides Harley-Davidson motorcycles and how they ride them.

Elevating the attitude and style of motorcycle riders across the United States, the new campaign features real Harley-Davidson riders and introduces the call to action of #RollYourOwn.

“The new work shows there is no one way to ride a Harley,” said Dino Bernacchi, U.S. Marketing Director at Harley-Davidson. “The new creative is about each rider defining their independence and attitude, whether kicking up dirt on the track or sliding through the curves on ice.”

The new campaign debuts today with a series of :60 and :30 broadcast ads (available here), print ads, online advertising and social content. The campaign will air during the NCAA Men’s Basketball Tournament, as well as on theCHIVE and Heavy.com.

Showing the unique ways people ride a Harley-Davidson is just part of how the company celebrates rider individuality. The other unique way is how riders personalize their Harleys. This spring U.S. dealers will compete in a bike build-off battle with the Harley-Davidson® Street® 750 motorcycle being featured throughout the campaign. Bike builds will happen around the country, and in the end, one dealer will ultimately be crowned the “Custom King.” The resulting customized Street motorcycles will roll into all major Harley-Davidson promotions and among the company’s promotional partners, including UFC® and ESPN X Games.

The Street 750 motorcycle is the perfect canvas for this competition and campaign, with its attitude built to take on the urban world. Now through May 31, customers can start rolling their own on a Street 500 or 750 for as low as $99 a month*, to experience the fun of riding a Harley.

Also as part of the campaign, fans and riders are encouraged to share their “Roll Your Own” experiences across Harley-Davidson’s social channels using #RollYourOwn.

“Through consumer-generated content, we’ll spotlight how professionals in performance sports such as flat track racing and hill climbing are taking Harley-Davidson motorcycles right to the edge,” said Bernacchi.

About Harley-Davidson Motor Company
Harley-Davidson Motor Company produces custom, cruiser and touring motorcycles and offers a complete line of Harley-Davidson motorcycle parts, accessories, riding gear and apparel, and general merchandise. For more information, visit Harley-Davidson’s website at www.h-d.com.

*Financing Offer available only on new Harley-Davidson Street® motorcycles financed through Eaglemark Savings Bank (ESB), a Harley-Davidson Financial Services (HDFS) company and is subject to credit approval. Not all applicants will qualify. Offer is available only to high credit tier customers at ESB and only for up to a 72 month term. The APR may vary based on the applicant’s past credit performance and the term of the loan. For example, a 2015 Street XG500 motorcycle Vivid Black with an MSRP of $6,799, $500 down payment and amount financed of $6,299, 72 month repayment term, and 3.99% APR result in monthly payments of $98.52. In this example, customer is responsible for applicable taxes, title, licensing fees and any other fees or charges at the time of sale. APR is calculated according to the simple interest method. Not valid in conjunction with other offers. Customer must take delivery by May 31, 2015. Other terms, conditions, and limitations may apply. Not available at all dealerships. Financing offer is subject to change or cancellation at any time. See your Harley-Davidson dealership for details.