HARLEY-DAVIDSON MOTOR COMPANY
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Latin Billboard Bash Case Study
Background
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The Billboard Latin Music Conference & Awards is attended by more than 1,000 sponsors, press and powerful music industry executives and features performances by more than 20 artists. The Billboard Latin Music Conference & Awards is part of Billboard's long-standing editorial commitment to Latin music coverage.
Harley-Davidson Motor Company was a sponsor of the Latin Billboard Bash, which features awards presentations and performances. |
Objectives
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Create awareness of Harley-Davidson Motor Company within the Hispanic Community |
Target Audience
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Hispanics interested in the Latin music and entertainment scene |
Strategies
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Coordinate with the Billboard Association to develop a program to tie Harley to Latin Music and generate media coverage within the Hispanic music/entertainment media. |
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Pitch interviews with Harley representative |
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Sponsor the Latin Billboard Bash |
Tactics
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Position Harley products through out venue |
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Sponsor the Latin Billboard Bash |
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Create photo opportunities of celebrities with products |
Implementation
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Place motorcycles on the main stage and fashion show stage |
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Provided opportunity for celebrities to take pictures on a motorcycle |
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Provided opportunity for celebrities to try on MotorClothes |
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Harley representative accompanied spokesperson on stage for introduction |
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Assigned models wearing MotorClothes to walk around venue |
Results
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Generated 17,211,800 print and online media impressions |
HARLEY-DAVIDSON MOTOR COMPANY
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Hispanic Media Tour Case Study
Background
Harley-Davidson Motor Company organized a Hispanic Media Tour of the York Vehicle Operations plant. Both national and regional media from the top 10 Hispanic markets attended the tour.
Objectives
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Create awareness of Harley-Davidson Motor Company within the Hispanic media |
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Provided opportunity for celebrities to take pictures on a motorcycle |
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Provided opportunity for celebrities to try on MotorClothes |
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Harley representative accompanied spokesperson on stage for introduction |
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Assigned models wearing MotorClothes to walk around venue |
Target Audience
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Primary – Hispanic media
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Secondary – Hispanic media consumers |
Strategies
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Invite select media to a plant tour |
Tactics
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Offer media opportunity to participate in a Harley plant tour and a media roundtable |
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Request editorial coverage of Harley assembly, company, products and executives |
Implementation
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Executed tour of Harley-Davidson Operations Plant in York, Penn |
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Conducted a media roundtable featuring Hispanic plant employees and vice president/general manager of the plant |
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Provided media with first hand knowledge of the company, motorcycles and manufacturing process |
Results
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Generated a total of 2,922,00 print and online impressions |
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