Harley-Davidson Calls On Fans To Unleash Their Own Personal Freedom And Independence

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.

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11 Responses to “Harley-Davidson Calls On Fans To Unleash Their Own Personal Freedom And Independence”


  1. 1 Bbop Sep 11th, 2012 at 9:34 pm

    Can I unite riding my independent Honda VTX?

  2. 2 Mark Sep 11th, 2012 at 11:57 pm

    Nope.

  3. 3 RUB Sep 12th, 2012 at 2:47 am

    “to visit the set of Sons of Anarchy and hang out with cast members.”

    the only thing better than this would be to ride with the Laffing Devils ………..

  4. 4 Bill Sep 12th, 2012 at 4:06 am

    Let’s all paint our bikes flat black to express our “individuality”…

  5. 5 Dave Sep 12th, 2012 at 7:35 am

    I guess Bill didn’t watch the video!

  6. 6 BobS Sep 12th, 2012 at 8:50 am

    I unleashed my personal freedom and individuality buy buying the bike I liked, not the one everyone else said was cool. More power to those that dig it, but hanging out at a Hollywood set and posting pictures on Facebook of myself hanging out with actors…not my thing. I’m sure the winner will be totally stoked to win, and good on the MoCo for being involved with their fans, but I’ll sit this one out.

  7. 7 Jusmecuzz Sep 12th, 2012 at 9:17 am

    Good for the Moco, good for them. Why do these miserable pricks feel they need to find something negative in every gd story, ad or article? I may not agree or participate in every marketing ad or campaign from the Moco, but it’s what they do, and they do it well.

    Also, the SOA bashing gettin a bit old as well. It’s a gd TV show and a damn good one at that…..and yea, that’s comin from an actual patchholder, but who gives a shit. It’s old…move on.

  8. 8 Steve The Producer Johann Sep 12th, 2012 at 4:42 pm

    The MoCo is reaching out to viewers who most likely don’t own a bike but dream of doing so. It is a great way to reach would be riders by advertising your product durring a show which portrays tough as nails guys and gals riding around on V-Twins.

    Any advertising is better than no advertising.

  9. 9 tattooedintx Sep 12th, 2012 at 5:55 pm

    Do I have to hang out with them? Can’t I just win the bike? That would be awesome..hanging with the cast members, not so much…JMO!!!

  10. 10 RUB Sep 13th, 2012 at 12:25 am

    Hey CUZZ , just wondering . What do you find so “good” about SOA ? I’ve watched it a couple times and it seems like typical BS , made for TV ( not real life ) drama to me .

  11. 11 Blackmax Sep 16th, 2012 at 10:22 am

    Luv to win the bike
    not much on hangin out with the celebs
    SOA promotes every BAD biker stereotype you can name.
    Stuff a lot of us have spent YEARS trying to combat.
    Ok, as long as you realize it;’s just a TV show and not real life

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