Choice is Coming
A integrated teaser campaign with a simple goal – make riders reconsider buying a Harley in the spring because Indian was launching a new bike later in the year. A new bike that we couldn't show or even fully talk about yet. In doing this, the campaign generated a lot of conversation and, proudly, two cease and desist orders.
It all kicked off at Daytona Bike Week where the heart of the upcoming Indian Chief was revealed to the world - the Thunderstroke 111 engine. We created an exclusive pop-up store on Main Street in Daytona Beach where riders could get an up-close look at the new engine and we filled it with interactive kiosks where riders could learn even more about the Thunderstroke 111.
While in Daytona Beach, we took H-D t-shirts off the street with a program we created called #SwapYourSwag: our street teams would help riders trade any old motorcycle t-shirt for a brand new Indian Motorcycle shirt. All of the clothing we collected was later donated to local charities. This program proved to be so popular it became a fixture of dealership openings, motorcycle shows, and Indian Motorcycle's social media.
Next, we launched a series of video and print ads to keep reminding riders that choice was coming soon. We also had a little fun with the competition. Needless to say, these ads led to some very spirited discussions on motorcycle message boards across the internet.