MILWAUKEE (Sept. 10, 2012) – As the global leader in fueling personal freedom, self-expression and independence, Harley-Davidson announces the launch of a second installment in its popular Dark Custom campaign, called United By Independents.
The campaign, featuring #StereotypicalHarley riders, was first developed on Harley-Davidson’s Facebook app "Fan Machine" by fan Harold Chase and was then put on Twitter. The final 60-second spot, featuring 16 Harley-Davidson riders and Twitter followers from around the world, makes its national advertising debut on the FX series Sons of Anarchy, with the Season Five premiere Sept. 11, 2012.
The United by Independents campaign runs through November 2012 and gives fans an opportunity to express their individuality and defy stereotypes by customizing a new Street Bob motorcycle online with the H-D1 Bike Builder. This online tool offers more expressive paint sets, accessories and apparel than ever before with the addition of the all-new Hard Candy Custom series. One lucky entrant will win a personally customized Harley-Davidson Street Bob motorcycle and a trip to Los Angeles to visit the set of Sons of Anarchy. The partnership with FX and SOA also includes exclusive online promotional videos, along with key cast members sharing stories about riding, featuring their own customized Harley-Davidson motorcycles.
“United by Independents 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.
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, that will launch Sept. 11 on SOA, features the new H-D1 Street Bob and Hard Candy Custom but will also appear in partner properties like Marvel’s The Avengers DVD and the FX premiere of The Ultimate Fighter. Both videos are on Harley-Davidson’s Dark Custom website at www.darkcustom.com.
Harley-Davidson remains the market share leader in heavyweight motorcycle sales among young adults ages 18-34 in the U.S. and has been at the cutting edge of personalization and customization, as evidenced by Hard Candy Custom, the star of Harley’s 2013 model-year line-up. The new formula for old-school cool, Hard Candy Custom is a styling movement that spans generations, cultures and markets from Brooklyn to Yokohama, embracing dazzling metal flake paint, brilliant chrome and styling details in accessories and apparel that are both current and nostalgic.
Hard Candy Custom and the new H-D1 Street Bob are featured in Season 5 of Sons of Anarchy. To learn more about the motorcycles, visit www.darkcustom.com.
To enter to win the Ultimate Sons of Anarchy Experience and access the exclusive video content, fans should visit www.h-d.com/SOA from Sept. 11 through Nov. 19, 2012, and tell Harley-Davidson which SOA actor they want to ride with, where they would go and what they would do. Then participants use the H-D1 Bike Builder to design their dream Street Bob. One winner will receive a grand prize including their customized Street Bob and a trip with a friend to Los Angeles to visit the set of Sons of Anarchy.