Harley-Davidson is launching an online campaign which has been devised by one of its own Facebook followers, after it launched a scheme to get its 3.3 million FB fans to review an ad brief, submit ideas and vote on submissions from other community members.
The resulting push, ‘E Pluribus Unum,’ or ‘out of many, one’, comprises a series of digital videos featuring genuine Harley-Davidson riders and a corresponding stereotype showcased as a Twitter hashtag – “#StereotypicalHarley.”
The ads are designed to start a conversation that will come alive in the social sphere through Harley-Davidson’s website and social platforms.
“The beauty of the ‘E Pluribus Unum’ campaign is that it uses the element of surprise that exists in every Harley-Davidson owner to inspire people to think about riding our motorcycles,” said Scott Beck, Harley-Davidson’s general manager of marketing operations.
The ‘E Pluribus Unum’ campaign is based on an idea submitted by Harold Chase, from Tukwila, Washington, and the riders were casted on Twitter. Harley-Davidson worked with existing marketing partners including Victors & Spoils, VSA Partners, Digitas and Sapient to bring the entirely digital campaign to life.
The ‘E Pluribus Unum’ video is on the Harley-Davidson site, www.h-d.com/stereotypicalharley.
