The Nightster is the first motorcycle that Harley-Davidson designed specifically for a younger audience. Fuse helped launch this motorcycle to the target audience via a series of five influencer parties designed to generate buzz among 18 – 24 year olds. Held in conjunction with Vice Magazine and Miller Beer, the events incorporated a motorcycle sweepstakes with opt-in for sales contact and a targeted PR campaign to reach lifestyle media contacts. More than 50% of sweepstakes entrants opted in for more information and a test ride, media coverage exceeded expectations and Nightster sales exceeded production capacity in the launch year.
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