Harley-Davidson wants to set the record straight about its riders, and it’s using social media to do it.
“E Pluribus Unum” is a Facebook-based advertising campaign featuring real, everyday Harley riders who break the stereotypical Harley perception. The company says that it’s the first content born out of its crowd-sourcing Facebook app, Fan Machine, where Harley fans can review advertising materials, submit ideas and vote.
The campaign features videos (click on this link to view) that are linked to the Twitter hashtag, #StereotypicalHarley. On the company’s website, photos of these riders are displayed with labels underneath, ranging from “honor student” to “gourmet chef,” to illustrate that there really is no such thing as a Harley stereotype.
“The beauty of the ‘E Pluribus Unum’ campaign is that it uses the element of surprise that exists in every Harley-Davidson owner to inspire people to think about riding our motorcycles,” said Scott Beck, Harley-Davidson’s General Manager of Marketing Operations for North America.
The idea for the campaign stemmed from one of The Motor Co.’s fans, Harold Chase, who submitted the suggestion through the Fan Machine app.
The campaign also helps launch The Motor Co.’s Seventy-Two Sportster model.