Harley-Davidson’s “The Ridebook”
Web, Content Production
2011
About
To inspire the next wave of Harley-Davidson fans, “The Ridebook” looks at the brand through the lens of the millennial generation.
To develop The Ridebook, we identified and partnered with influencers, artists and filmmakers who had interesting stories to share around their love of Harleys; stories that while timeless, would most resonate and spark conversation with the target audience. The stories captured ranged from a Brooklyn Barbershop, to a motorcycle-loving pastry chef from Chicago, and a film documenting a road trip with friends through one of America’s last ghost towns. The content also brought in the voice of known editorial outlets like UrbanDaddy to lend reach and credibility.
“The riding manual from the voice of those few who cherish the search for a new scenery with the wind in their face. A glimpse into a stripped down lifestyle, free of the clutter and filled with style, quality, and the essentials.” - The Ridebook
Ensuring authentic voices and stories was key: In some cases we worked with each influencer to directly produce filmed and editorial content, in other cases we gave them an editorial brief and a budget to create something that felt genuine to them.
Each “chapter” was thoughtfully collated into a beautifully-designed website, created to feel like upscale, curated content. Taking early use of Facebook’s like and embed functionality (which has since become ubiquitous), users can seamlessly share each article to their networks. We worked with each contributor and influencer to share to their audiences at key moments to drive an ongoing cadence of conversation throughout the campaign.
