CASE STUDY | HARLEY DAVIDSON’S DARK CUSTOM

When Harley asked us support their launch of the Dark Custom to it’s fans, we jumped at the chance.

MOBILE DIVE BAR
We ended up sending a bar on road which required us outfitting a giant 53’ trailer into the seediest and most epic of biker bars. The Golden Horse Saloon was born. We outfitted that sucker with all the bells and whistles to keep even the most surly critics smiling and ponying up for another round.

The bar was enclosed in an air conditioned tent with live feeds and music event complements. We included arcade games and cold beer on tap. The Golden Horse made its way to over 20 stops and was a hit with riders and introduced the new bike to fanfare and accolades.

BMG build out 3 custom rides to represent the uniqueness of all riders. At the end of the tour, one lucky winner had their own 883 to ride into the sunset.

Harley Davidson Art Shows
We also complemented the tour with a 5 stop art show. World famous artists contributed work and custom painted tanks. Reach extended beyond consumers to press, hard-to-reach vocal influencers, art enthusiasts, and industry professionals.

CAMPAIGN RESULTS INCLUDED:
• +350m digital and print impressions
• Over 300k leads generated

Project Details

  • Client:
  • Harley Davidson
  • Category:
  • Lifestyle, Fabrication, Motorsports
  • Date:
  • 2011