Entertainment & Sports Practice

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HARLEY-DAVIDSON MOTOR COMPANY

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.
  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
  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


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