HARLEY-DAVIDSON HAS BEEN AN AMERICAN ICON FOR OVER 117 YEARS
When some of their older fans started to retire from the road, they cranked it up with a full-throttle entertainment program designed to capture the imagination of an entire new generation. Here’s how they got it done: First they recruited micro-influencers to integrate the brand into their daily lives. Then they got actor Jason Momoa to create a Father’s Day video that was picked up by Good Morning America, Access Hollywood, and People magazine. Did it work? There are over 4.5 billion impressions and counting.