Harley-Davidson: Project LiveWire
Harley-Davidson is a brand synonymous with rebel attitude, black leather jackets and roaring, gas-powered “hogs.” Project LiveWire showcased its first foray into a new product category—the electric motorcycle. The 30-city summer test-ride tour highlighted the company’s innovation and creativity, piqued the interest of younger consumers and provided valuable feedback on the beta version of the LiveWire. In addition to the test rides, the 360 experience leveraged interactive engagements in a tech-inspired environment that fostered valuable two-way conversations between the iconic brand and its fans, all before it hit the market.
Consumers pre-registered on-line for a coveted ride on one of 33 prototype LiveWires or were chosen through Harley-Davidson’s social networks. Afterwards, the development team followed up with personalized emails for feedback and answered questions.
Futuristic consumer engagements offered a glimpse of the ingenuity, talent and technology that goes into a Harley. Attendees could hop on a stationary Jumpstart demo for a simulated LiveWire riding experience. A digital wall interacted with the throttle, measuring the bike’s performance and biofeedback from the rider, then displayed the stats on a large LED screen behind the unit. The visual display illustrated the power and speed of the LiveWire through color and motion, while audio effects accentuated its signature jet-like sound. Another display featured a transparent screen layered over a levitating LiveWire frame to reveal its key features. Attendees also could try out Nuviz Head-Up Display helmets, a high-tech accessory prototype that allows riders to check maps, emails, listen to music and more while keeping their eyes on the road.
Real-time social media aggregators and on-site photographers drove social media activity for #ProjectLiveWire, achieving 20.3M Facebook impressions, 18.8M Twitter impressions and 4.6M YouTube views. The tour generated 6,864 demo rides and 8,668 Jumpstarts, and Project LiveWire motorcycles have logged more than 1,500 miles down Route 66.