HARLEY-DAVIDSON
Consumer/High-end

CLIENT: Hannum's Harley- Davidson, ranked among the nation’s top 25 Harley-Davidson motorcycle dealerships.

CHALLENGE: Determine if internet video and audio are appropriate marketing platforms for their target market.

SOLUTION: Develop and test market an online video presentation, and capture feedback with an online survey.

STRATEGY: We constructed a well-rounded media campaign that included several web videos, a special website with expanded tracking capabilities, print promotions for client's retail stores, e-newsletter design, and a cash-incentive web survey. We collected the results from the survey, and found that this coupled with website usage statistics indicated a strong customer interest in specific areas.

RESULTS: Our campaign sparked a response that was greater than expected. Metrics showed an overwhelming interest in online videos and audio (including user-provided content), and demonstrated how the Web 2.0 community supported Harley-Davidson.

	"We wanted to determine if our customer base would be interested in expanded internet features such as streaming video, so we teamed up with Syndicate Pictures to launch a test-market campaign. We needed a company that understood our business, was creative, and had a great understanding of traditional and new technological advances. Syndicate Pictures exceeded our expectations. They used their creativity, technological expertise, and marketing know-how to launch this successful test market.” Tonda Hannum DiPasquale Hannum's Harley Davidson

Launch Website

Launch Online Survey

Promo Poster

HarleyTV.com Web Survey & Analytics Report (pdf)