The will run throughout the year to entail activations at South by Southwest as well as the brand’s strategic UFC partnership

Harley-Davidson has rolled out its latest global marketing campaign titled Live Your Legend. The platform is meant to reflect how its new motorcycles enable riders to create deeper bonds and share richer experiences, allowing users to live their own legend.

The push launches during the NCAA Men’s Basketball Tournament. Titled One Day, the spot will debut on 17 March 2016, during the game’s opening week as the first from the series. Spotlighting the Low Rider S variant, it focuses on the bond between father and son.

Other executions from the movement include snapshots of life-enriching moments and unforgettable friendships inspired through the riding of Harley-Davidson models. The initiative will also showcase a variety of recently premiered vehicles to include the Street Glide Special.

Additionally, the aforementioned leg of the exercise ties in with Project Rushmore features as well as the marque’s Forty-Eight, Iron 883, and the Street ranges. Meanwhile, the group is also starting conversations across social media using the hashtag #LiveYourLegend to highlight real-life rider stories.

The above promotional series will be aggregated at via the brand’s website. The fully integrated campaign will roll out globally throughout the year, including activations at South by Southwest and through Harley-Davidson’s UFC strategic partnership.

“For more than 113 consecutive years, riders have told us what they experience on Harley-Davidson motorcycles. It’s the freedom, adventure, bonds and living life on your own terms. That’s the legacy this campaign encourages all of us to pass along,” said Shelley Paxton, VP of Global Marketing and Brand at Harley-Davidson.

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