Industry Case Study: Harley-Davidson’s V-Rod Muscle 2009

Campaign Overview
Harley-Davidson wanted to create a non traditional marketing experience to showcase the new 2009 V-Rod Muscle motorcycle.

Campaign Objectives
Build awareness of the new V-Rod Muscle motorcycle. Emphasize the non-traditional style and strength of the upscale V-Rod. Use mobile to connect with loyal followers and build a two-way relationship.

Marketing Tactics
To promote the new 2009 V-Rod Muscle motorcycle, partnered with Victoria Secret’s supermodel, Marisa MIller. Advertisements highlight the sleek features of the V-Rod and give consumers the opportunity to download mobile wallpaper images of Marisa Miller posing on the bike. The campaign is running in traditional print magazines GQ, Esquire, Complex, Road & Track and Trader and the placements allow users access to exclusive content upon photographing the ads with a mobile phone camera. Consumers photograph and send the ad from their mobile phone, they receive an MMS message with a selection of mobile wallpapers.

Harley-Davidson pre-launched its campaign Oct. 6 on its YouTube channel and offers behind the scene views of the V-Rod Muscle photo shoot with Marisa Miller, http://www.youtube.com/harleydavidson.  The video is also available on the Harley-Davidson site.

Conclusion
Harley-Davidson created a non-traditional marketing campaign that combines the sophisticated V-Rod Muscle motorcycle and its features, a top supermodel and the savvy interactivity of mobile. The V-Rod campaign is a good example of a major brand integrating the flexibility and interactivity of mobile to enhance a classic American brand image.

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