Due to rough appearances, riders face negative stigmas created mostly by television and film. Harley Davidson wants to not only shine a light on riders themselves but rev some engines to turn heads.
THE HARLEY WAY INITIATIVE
OUT OF HOME
“The Harley Way” initiative encourages riders of all experience levels to join charity events and rides held in their communities.
Each event attended will reward the rider with a letter from “The Harley Way”
The more events attended, the more letters virtually gained. Ending in all letters (and/or the option of the single patch) being sent to the rider for personal use.
THE APP
With new additions to the already popular app, riders can locate and discover upcoming community events while preparing for future outings. The app will also allow riders to track the total distances they’ve ridden and how many letters they’ve collected.
Video Socials
No scripts. Real riders. Real stories.
Copywriter: Joe Fulmore
Art Director: Hannah Newsome