Harley-Davidson "Live Your Legend" Campaign
Last week, Harley-Davidson put forth a new global marketing campaign, which is flying the moniker of "Live Your Legend." The campaign is meant to build the HD community, showing how a new Harley can create life long bonds with friends and family while also allowing for unique experiences, memories exclusive to someone living the life, so to speak.
“Generations of Harley-Davidson owners inspired the ‘Live Your Legend’ campaign,” said Shelley Paxton, VP Global Marketing and Brand. “For more than 113 consecutive years, riders have told us what they experience on Harley-Davidson motorcycles. It’s the freedom, the adventure, the bonds and living life on your own terms – that’s the legacy this campaign encourages all of us to pass along.”
For those of you who have been glued to your TV’s during the NCAA Men’s Basketball Tournament, whether you were aware of it or not, you were witnessing a first for HD. The first of the new ads debuted on March 17 during the first week of March Madness.
The ad featured the new Harley-Davidson Low Rider S, a bike which I spent some time with recently and we’ll be able to share with all of you soon. This ad illustrates how the love of sometimes motorcycling gets into us at an early age - from father to son
"Live Your Legend" ads are focused on just that – making you aware of what you’re missing out on. Prior to owning bikes, we all thought about the possibilities they could bring and now that we have them, most of us know. The friends we’ve made along the way, whether we knew each other’s names or not doesn’t matter, it’s the kind of experiences that only traveling can afford and from HD’s perspective, done best aboard a new Harley.
We’re going to see the Screamin’ Eagle Twin Cam 110 powered Low Rider S grace many a TV screen during this campaign but they’ll also be featuring plenty of other Harley rides that appeal to other demographics as well, including the Street Glide Special with Project RUSHMORE features, Forty-Eight, Iron 883 and Street motorcycles.
Here is where you and I come into the fold. Harley-Davidson plans on curating some conversations on social media using #LiveYourLegend and pulling up some of the best stories they come across along the way. The series will be featured here, if you’d like to take a look and see what fellow HD owners get out of riding.
“‘Live Your Legend’ is designed to inspire a new generation of riders to invest in experiences today that will build a richer legacy for themselves and those around them,” Paxton added.
The fully integrated campaign will roll out globally throughout the year, including activations at South by Southwest and through Harley-Davidson’s UFC partnership.
Throughout the rest of the year, we’ll see plenty more from Harley-Davidson on this front, with pop-up locations at South by Southwest as well as Harley-Davidson’s UFC partnership.
For more information, visit Harley-Davidson or follow along at #LiveYourLegend,