Harley-Davidson today announces the launch of a second installment in its popular Dark Custom campaign called United By Independents. You remember the Harley-Davidson campaign that I published in my website featuring “Stereotypical” Harley riders The final 60-second spot, featuring 16 real Harley-Davidson riders and Twitter followers from around the world, makes its national advertising debut on the FX hit series Sons of Anarchy beginning with the Season Five premiere this evening Sept. 11, 2012.
The campaign runs through November 2012 and will continue with a promotion through Harley and SOA that gives fans an opportunity to express their individuality and defy stereotypes by customizing a new Street Bob motorcycle online with H-D1 Bike Builder. This online tool offers Harley owners expressive paint sets including candy colors, custom accessories and apparel.
One lucky winner will win a personally customized Harley-Davidson Street Bob motorcycle and a trip to Los Angeles to visit the set of Sons of Anarchy and hang out with cast members. The partnership with FX and SOA also includes exclusive online promotional videos from the creator of SOA, Kurt Sutter, along with key cast members who share their stories about what it means to ride, featuring their own personal customized Harley-Davidson motorcycles.
“United by Independents is as much a rally cry to discover your ultimate self-expression and personal freedom as it is a celebration of fans and riders that continue to defy stereotypes of what it means to be a Harley-Davidson enthusiast,” said Dino Bernacchi, Harley-Davidson Director of North American Marketing Operations. “The campaign is cast entirely through social media with real riders from across the globe and from all walks of life who are united by their shared passion for the brand and their love of riding.”
Earlier this year, Harley-Davidson asked its more than 4 million Facebook and Twitter fans to share how they defy stereotypes by posting their photos using the hashtag #StereotypicalHarley. From the thousands of responses received, Harley-Davidson created the first installment of the United by Independents campaign, which debuted in February 2012 as part of the launch the Sportster Seventy-Two.
The second installment features the new H-D1 Street Bob and Hard Candy Custom that will launch Sept. 11 on SOA but will also appear in big partner properties like Marvel’s The Avengers DVD release and this fall’s FX premiere of The Ultimate Fighter along with other UFC properties.