Harley-Davidson®: Campus Ambassador Program

Four College Campuses in the Southeast

Challenge

Inspire the next generation of riders by fostering meaningful connections with students on campus through the first-ever Harley-Davidson® Campus Ambassador Program.

Approach

Build emotional connections and ignite a movement by positioning Harley-Davidson® as a conduit of self-expression and personal discovery for students. Through a comprehensive and hands-on course teaching students how to ride and getting them on a motorcycle for the first time, the program would engage their sense of adventure, tap into their desire for individuality and self-expression, and spark a feeling of freedom through discovery.

Results

Created program-specific brand style guides and materials to support the mission and reach a younger audience. Distributed over 6,000 2-Wheel Takeover handlebar hangers and 1,000 Freedom Friday Kits. Distributed over 2,400 branded Coffee Colab Cubs, providing over 8,000 free cups of coffee. Created and executed a “What's your riding style” Buzzfeed style quiz resulting in over 500 quiz completions. Directed and produced ambassador H-D Riding Academy video edit, establishing a narrative that connected the dots between our ambassadors, the brand, and the student population as a whole and expanded the audience outside of the ambassador program.