This integrated campaign was created to launch the first true new bike from Indian Motorcycle since 1953, so the stakes were definitely high.
We kicked the launch off by bringing The History Channel an idea. Together we created Bike Week – a week of programming focused on motorcycles and riders. Viewers who tuned in saw special episodes of their favorite shows and learned more about the history of Indian Motorcycle through a series of vignettes we produced with The History Channel and American Pickers star, Mike Wolfe. They were also invited to tune in the next Monday night for a very special announcement.
The new bikes were unveiled to the world during a massive street party attended by thousands at the world famous Sturgis Motorcycle Rally. The event was broadcast live on The History Channel but it was also simulcast around the world to Indian Motorcycle launch party events in Europe, Asia, and Australia.
Broadcast, print, and digital ads kept attention on the brand high and sustained excitement long after the riders headed home from Sturgis.