HARLEY-DAVIDSON NIGHTLIFE MARKETING CASE STUDY_

Fuse was tasked with creating buzz around the launch of the Nightster, the first Harley-Davidson motorcycle designed specifically for 18 – 24 year olds.

To generate buzz, Fuse coordinated a series of five influencer parties and developed a media partnership with Vice Magazine and Miller Beer. This included a targeted PR campaign to invite leading lifestyle media contacts to each event and a motorcycle sweepstakes.

The results included key media coverage by targeted outlets including Complex, Nylon, various blogs, etc., and more than 50 percent of sweepstakes entrants opted-in for more information and a test ride. To date, Nightster sales have exceeded production capacity.


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