Jeena van der Heul | Harleydavidsonmarvel
1660
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CLIENT: HARLEY-DAVIDSON
TYPE OF WORK: INTEGRATED CAMPAIGN
INDUSTRY: MOTORCYCLES

Challenge

How can we celebrate Captain America’s 75th anniversary and reach the next generation motorcycle riders in Australia and New Zealand.

Idea

Every Super Hero deserves a super custom motorcycle. We challenged Harley-Davidson dealerships to create a collection of motorcycles, each uniquely designed to reflect the personality traits of different Super Heroes from the Marvel Universe. This epic bike build-off was a world first for Harley and Marvel, and a celebration of both brands’ individuality. To kick things off, Harley-Davidson introduced a special 75th anniversary Captain America Street Glide Special (Touring) bike.  The campaign was also supported on Harley’s social channels, here we asked people to vote on their favourite super custom motorcycles.

Casestudy

Website

Social Engagement

Oz Comic-Con

All 27 custom bikes were displayed at the Oz Comic-Con in Sydney,

RESULTS

We reached nearly 5.1 million people

1 million engagements

663k unique active social users

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