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Case Studies (Cont.)

Harley Davidson – Vans Warped Tour July 2007 – August 2007

Markets: Denver, Phoenix, Dallas, Atlanta, Orlando, Virginia Beach, DC, Detroit, Chicago, Milwaukee, New York, New Jersey, Los Angeles Program Overview: In the summer of 2007, Beyond Marketing Group was again retained to oversee Harley-Davidson’s youth marketing and event initiatives. The four major objectives for their event marketing strategies were as follows: •Create an emotional bond with the “edgy” youth market to build long-term brand impact in a way that is relevant to their passions and lifestyle. •Create marketing platforms and campaigns that focus on H-D’s emotional drivers. •Help re-establish the edgy and authentic perception of the H-D brand to the youth market. •Build brand rapport with Warped Tour artists •Focus on non-traditional, grassroots programs. Beyond integrated these strategies within the Vans Warped Tour and exceeded Harley-Davidson’s expectations. The campaign generated hundreds of genuine leads per event , which were then integrated into the Harley Ride program. Event components were as follows: Components: •Sponsorship Rights for entire tour •Onsite presence at North American Tour Dates •Custom booth display that integrate Warped Tour theme •Dealer integration •Multiple custom H-D bikes on display •Band signings in booth •Data collection and wrap up reporting


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