Background Every year, Atlantic Beach Bike Festival, or Black Bike Week, draws in bikers from around the U.S. to participate in one of the largest beach festivals in the country. Harley-Davidson Motor Company sponsored the event for the first time to capitalize on consumers and the trend-setting celebrities in attendance.
Objective
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Increase the relevance of Harley products and services in “gas and oil” (automotive) media
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Increase relevance of Harley products and services within the African American consumer markets (AACM)
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Position Harley as the premier motorcycle company for the culturally-rich lifestyles of the African American consumer market
Target Audience
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African American men and women
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Ages 35-54
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Average Annual HHI $40,000
Strategies
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Develop relationship with AACM through sponsorship of the Atlantic Beach Bike Festival
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Highlight product by maximizing exposure of Harley products and services
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Convey how product is relevant to the lifestyle and culture of the AACM
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Demonstrate Harley’s understanding of African American needs and strengthen credibility with celebrity endorsements
Tactics
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Develop celebrity and media-targeted opportunities to interact with product during event
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Solicit celebrity endorsement of Harley products
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Pre and post event media pitching of the Harley sponsored Atlantic Beach Bike Festival
Implementation
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Secured key African American celebrities Darryl “DMC” McDaniels, Hip-Hop Artist Yung Joc and Actor Clifton Powell for endorsement of Harley products
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Created photo opportunities of celebrities with Harley products
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Set-up Harley booth to disseminate product information
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Secured exclusive half-hour Harley coverage on The Art Fennel Show, an Emmy Award winning television news show
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Arranged for Harley corporate representatives to interact with festival participants
Results
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Generated five television, 12 online and five print placements resulting in 25,613,809 impressions against the AACM
HARLEY-DAVIDSON MOTOR COMPANY
NAACP Image Awards Pre-Event Gala
Background Harley-Davidson Motor Company was a co-presenting sponsor of the 38th Annual Image Awards pre-event gala at club Boulevard 3 in Hollywood, Calif. Attendees were provided a social opportunity to celebrate the achievements of the honorees and network with celebrities, dignitaries, community leaders and sponsors.
Objective
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Increase the relevance of Harley products and services in lifestyle and entertainment media as well as local Los Angeles area media
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Position Harley as the premier motorcycle company for the culturally-rich lifestyles of the African American consumer market (AACM)
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Increase relevance of Harley products within the African American consumer markets
Target Audience
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African American men and women
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Ages 35-54
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Average Annual HHI $40,000
Strategies
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Position Harley as a supporter of AACM by sponsoring NAACP Image Awards pre-event gala
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Highlight product by maximizing exposure of Harley products
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Convey how product is relevant to the lifestyle and culture of the AACM
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Demonstrate Harley’s understanding of African American needs and strengthen credibility with celebrity endorsements
Tactics
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Work with key African American celebrities and community leaders for endorsement of Harely products
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Develop celebrity and media-targeted opportunities to interact with product during event
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Ongoing pre and post event media pitching of the Harley sponsored NAACP Image Awards pre-event gala
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Stage photo-ops with celebrities wearing H-D MotorClothes during event
Implementation
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Provided MotorClothes and Harley gift bags to celebrities
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Secured interview and photo ops of top-ranked celebrities wearing Harley products (Musician Smokey Robinson, Actor Brian White, and Actress Megan Good)
Results
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Generated two print, five online and two radio placements resulting in 5,129,500 impressions against the African American consumer market
