Harley Davidson’s “Live Your Legend” Campaign
Wisconsin based Harley-Davidson will be launching their new “Live Your Legend” campaign right in line with the National Collegiate Athletic Association’s (NCAA) 2016 March Madness tournament. Driving brand awareness for the company, this will be an opportune time to attract a new kind of demographic for the motorcycle giant, as well.
The new marketing effort will target the diverse, young crowd engulfed in the NCAA March Madness. Among the new lineup Harley-Davidson has to offer are new street motorcycles, the Iron 833, the Forty-Eight and the Street Glide special. These different styles, designs, and builds fall directly in line with the type of customer the company is trying to attract and add to their brand. As well, like any company looking to stay relevant, some old Harley-Davidson products may be forced to evolve to align with the wants and needs of a new generation.
The “Live Your Legend” commercial is designed to get this point across to an upcoming, new category of consumers. The commercial features a son riding his tricycle as his dad pulls in on his Harley. The emphasis here is to show the deep bonding experiences that you will experience with your very own Harley. With prior strong marketing experience as an established brand, this year, Harley-Davidson will undoubtedly make a push to increase demand and awareness, keeping the brand alive, urging riders and non-riders alike, to Live Your Legacy and get a Harley.
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