Harley-Davidson Rider Challenge
Harley-Davidson After a long period encouraging people to #stayhome, Harley-Davidson needed to call on brand lovers to once again feel the wind hitting their helmets. To make this happen, F2F created the Rider Challenge — an initiative designed to encourage riders to get back on the road, boost engagement, and spread a strong sense of belonging among brand enthusiasts.
Riders returned to the roads. And filled the brand’s social media too.
+ 10 k
posts using the campaign hashtag
570
likes on the official Spotify playlist
With the end of the pandemic, the time had come for Harley-Davidson Brazil to reconnect with its audience — and the best place for that to happen was on the road.
To encourage this reunion, we developed the Rider Challenge. Across eight stages, participants were challenged to ride a different route on their Harley and share the moment on social media, tagging @harleydavidsondobrasil and using the hashtag #desafioharleybrasil. At the end of the final stage, the participant with the highest number of likes was awarded a brand-new 2021 Low Rider™ S.
Integrated with dealerships and attracting participants from across the country, the campaign reignited riders’ passion and brought the brand back into consumers’ lives.