News

BizBash
How Jack Daniel's Evoked the Spirit of Its Founder
3/2/2017
BizBash
Art Basel 2016: Inside the Splashiest Events and Installations
12/9/2016
Artnet News
Beach Party at the Nautilus
12/1/2016
BizBash
7 Ways to Make Your Events Stand Out From the Pack
11/21/2016
Miami New Times
Jack Daniel's Pops Up in Wynwood With Live Music, Tastings, and the Safe That Killed Jack
11/18/2016
BizBash
See the Winners of the 2016 BizBash Event Style Awards
11/17/2016
The Fader
Jack Daniel’s Turned A Chicago Storefront Into A Lynchburg-Inspired Saloon
11/10/2016
The Drum
Jack Daniel’s celebrates 150 years with pop-up ‘general stores’ in three cities
10/20/2016
BizBash
Why Jack Daniel's Hauled a Half-Ton Safe to New York
10/14/2016
Ad Week
The Mythical Safe That Cost Jack Daniel's Founder His Life Just Turned Up in NYC
10/10/2016
LA Guest List
Dos Equis Celebrated Most Interesting Man in the World with their Coveted Collection Tour
5/10/2016
Magnetic Magazine
The Impact Plan & Dos Equis Threw The Most Interesting Multi-Million-Dosita Auction Party in DTLA
5/10/2016
Village Voice
Dos Equis' 'Most Interesting Man in the World' Auctions Off His Treasures
4/14/2016
Event Marketer
Nine Ways Alcohol Brands are Adding Flavor to their Event Portfolios
3/2/2016
Fader
Ja Rule was Stellar at Jack Daniel's Motel No. 7 in Miami
2/24/2016
Fader
Robbie Rivera Kicks Off Jack Daniel's Motel No. 7 in Miami
2/24/2016
Event Marketer
Spirits Marketers Leverage the Allure of the Speakeasy
2/18/2016
WSVN News
Jack Daniel's Motel No. 7 Pop-Up
1/19/2016
Thrillist
Jack Daniel's Built a Motel and It's Glorious
11/20/2015
Page Six
Andrew W. K. officiates Vegas-style wedding in warehouse
11/18/2015
Fader
Cloud Nothing Proves Rock is Alive at Motel No. 7
11/18/2015
Bedford and Bowery
Jack Daniel's Greenpoint Rager Made Good on Promise: 'Noise Complaints... Guaranteed'
11/18/2015
Local Bozo
Jack Daniel's Hosts Motel No. 7 with Andrew W. K. and T-Pain in Wild Night Out
11/18/2015
Fader
T-Pain Inaugurates Jack Daniel's Motel No. 7 Experience
11/18/2015
Brooklyn Magazine
T-Pain is Playing a Massive Greenpoint Warehouse Party You Can't Get Into
11/18/2015
Event Marketer
Inside Amstel's Battle Of The Burger Food Strategy
8/26/2015
Event Marketer
Flash Sampling: Dos Equis’ Twist On Cinco De Mayo
5/18/2015
Event Marketer
Winners: Full Coverage Of The 2015 Ex Awards
5/11/2015
Adweek
Is Virtual Realty The Next Big Form Of In-Bar Entertainment?
4/9/2015
Event Marketer
Oculus Rift, Dos Equis Create A ‘Most Interesting’ Virtual World
1/28/2015
BizBash
Dos Equis Imagines New Kind Of Masquerade In New Orleans
1/6/2015
Event Marketer
Perrier Launches An Artsy Bottle Collection
10/16/2014
BizBash
Here's What Happens When Street Artists Decorate an Event
10/10/2014
BizBash
How Brooklyn Became A Hot Event Location
10/1/2014
Event Marketer
Inside Harley-Davidson’s Prototype Feedback Tour
8/20/2014
Event Marketer
Ex Awards: The Best Event Marketing Campaigns Of 2014
5/7/2014
Event Marketer
Espolón Tequila Leverages Live Theater
12/20/2013
BizBash
11 Interactive Art Installations at Food Network's 20th Birthday Bash
12/4/2013
BizBash
Top 10 Innovative Brands 2013: #6 Dos Equis
6/12/2013
Event Marketer
L’Oreal’s Traveling Studio Offers Hair Analysis
5/14/2013
BizBash
Trend Spotted: A Masquerade-Ball Theme
1/7/2013
BizBash
Dos Equis Turns Masonic Hall Into Oddity-Filled Masquerade for "Most Interesting Man"
11/21/2012
Adweek
New Model Agencies: Mirrorball Ceo Michael Blatter Talks 'Social Currency' With 'Adweek'
10/11/2011
BizBash
Svedka, Hpnotiq Promote Female-Focused Products With Events at New Hotels
8/4/2011
Event Marketer
Dos Equis Serves Up Cold Beer and Creepy Crawlers for Cinco de Mayo
6/1/2011
BizBash
Dos Equis Creates Real-Life Treasure Hunt as Extension of "Most Interesting Man" Campaign
7/22/2010
Event Marketer
Steal This Idea: Harley-Davidson
4/19/2010

Steal This Idea: Harley-Davidson

By Sandra O’Loughlin. Published on April 19, 2010
Originally published in Event Marketer

When Harley-Davidson in January revealed its new Forty-Eight motorcycle, all the details had to be spot-on. From the music, to the mood, the venue, even the booze (beer, whiskey and tequila), every element had to reflect the particular tastes of its newest group of prospective riders—those hip 18- to 34-year-old dudes who are into the American underground: tattoos, street art and rock music. Appealing to this cool crowd is a key strategy for the Harley brand as it rides into the future.

But what is even more cool is how Harley extended this event, which was open only to select media and influencers, to its dealers, who were attending a winter meeting in Texas. Here’s what the dealers saw, and how Harley included them in the action. And here’s why we say you should STEAL THIS IDEA.

LOCATION, LOCATION
The Forty-Eight belongs to Harley’s Dark Custom family of motorcycles. Matte black and minus the shiny chrome that accents other models, the Forty-Eight is a “city bike with curb appeal and sex appeal,” says Paul James, director of product communications at Harley-Davidson. The venue had to reflect that aesthetic, plus be comfortable, hip, able to accommodate two bikes on display and appeal to the riders and chopper enthusiasts in attendance. “It was about showing these folks the motorcycle in its element,” adds James. The answer was Liberty Hall in the basement of relatively new Ace Hotel in New York City, a hotel known for its edgy, counterculture appeal.

TIMING IS EVERYTHING
The sneak preview took place the night before the New York Cycle World International Motorcycle Show, which was held Jan. 22 to 24 at the Javits Center, so Harley was able to capitalize on the media hype surrounding the show. Working journalists held one-on-ones with the motorcycle’s designers in the afternoon, before the party started.

BIKER APPEAL
Besides the hand-picked audience of media, bike riders and local scene-makers from the alternative and music communities, this event revved up the star power. Willie G. Davidson, svp and chief styling officer at Harley, who is a direct descendent of one of the company’s founders and a legend in his own right, along with global cmo Marc-Hans Richter and the Forty-Eight design team introduced the bike before the official unveiling. Davidson and Richter mingled with the crowd and talked about Harley’s positioning and its strategy to appeal to younger riders (besides throwing cool parties!)

DETAILS
In keeping with the night’s back-to-basics theme, cans of Miller High Life and bags of popcorn and peanuts were served against a backdrop of chain-link fences and vintage bike imagery as a dj spun rock tunes. And even more important, besides the Harleys lined up on the street that attendees rode to the party, were the two new bikes inside for people to straddle and photograph with themselves at the handlebars. Custompainted peanut tanks, which is the fuel cylinder used on the Forty-Eight, were on display while a Harley styling team customized additional gas tanks with freehand art designs.

HIGH-TECH TOUCH
Mirrorball, New York City, which handled the event, utilized proprietary iPhone software to manage the guest list. The iPhones had the guest list built-in, so as people arrived and checked in with greeters, their names were simultaneously erased from all the phones. “We didn’t need a printed guest list,” says Michael Blatter, ceo at Mirrorball. “You do it all with your fingers. You zip right through, find the person’s name, click it and it’s gone from the other iPhones as well.” He calls it a breakthrough in event marketing. We call it a cool high-tech touch.

BONUS POINTS
Harley definitely scored extra points by extending the action to its dealers who were stuck at a winter sales meeting miles away in Texas but were able to experience the reveal along with the public. The brand shared video footage from the party and streamed a live feed from the show floor of the Javits Center showing customers’ reactions to the motorcycle. “It gave dealers a real sense of the excitement and vibe and the energy of the launch,” James says. And got their motors running. EM

Event Marketer
Flash Nights
4/15/2010
Event Marketer
Modern-Day Mascots
4/13/2010
Event Marketer
Harley’s New Forty-Eight Goes Back to Basics
3/10/2010
Event Marketer
Activating Year-Round at Vacation Destinations
1/28/2010
Event Marketer
Dos Equis and Jim Rose Produce Variety Show Tour
1/28/2010
Event Marketer
On Premise: Amstel Light Stays Close To The Slopes
1/28/2010
Event Marketer
Stoli Affair Offers “Forbidden” Fruit
1/28/2010
Event Marketer
Turning Brand Heritage into Retro-Cool Events
1/28/2010
Adweek
Dos Equis Launches Cinco De Mayo 'Expedition' By Progressive Grocer Staff
4/24/2009
Ad Age
Forever Chasing Its Action Demo, Mountain Dew Rolls Out Street-Skating Film
5/13/2008
Ad Age
Mountain Dew Gives Gamers More Caffeine
9/26/2005
Ad Age
Mountain Dew To Produce Action Sports Movies
3/30/2005
Ad Age
Mirrorball’s Blatter Takes Marketers To Cutting Edge
1/3/2005