This is a real example of how digital marketing has become useful these days to promote and to engage audience and to get profits. Harley Davidson wanted to lift sales for its touring range of motorbike and create audience engaging content. They hired 303Lowe a boutique full service agency to achieve this objective of lifting up sales.
The agency created an end sequence to a short film where a man wakes up with a Harley. Young filmmakers were invited to view the film online and where challenged to show how the film begins. There was a huge response received in the form of short films with different beginning and a common ending. The agency then planned an Open Road Film Festival Event in which a public screening of the top eight films was to be done. The event took place at The Bucket List, which was a popular nightspot in Australia’s legendary. This event attracted vast audience including many of the Australian celebrities also.
The film festival was featured online wherein viewers across New Zealand and Australia voted for their favorite films. Prizes were awarded to the filmmakers and the voters which included a Harley- Davidson Iron 883, canon cameras and equipment.
Results from the campaign was mind blowing:
1) Many film viewers went on to join a waiting list for 24-hour test rides.
2) Branded content created by the film makers brought the excitement of owning a Harley
3) Lifted the sales of the touring bike range.
4) Site visits increased to a greater level.