Harley-Davidson celebrated 110 years of freedom with India’s first National H.O.G. Rally, held in Goa from 31 January to 3 February, 2013.
To carry all the action from Goa to the Harley-Davidson India community on Facebook, a social media campaign was conceptualised and executed, from the beginning to create buzz and build anticipation around the event. It was a great opportunity to leverage the four day event to showcase the Harley-Davidson experience – motorcycles, group rides and the people, Harley Owners Group (H.O.G.) and non owners too. The campaign was divided into a pre-event build up, the event itself and post event promotion.
The activities included cover photo countdown series, social ads campaign, live content from the event, mini film series and photographs. Our team was present in Goa at the event to create real time photo and video content, capturing special bytes of the event. These were of value to not just those participants and spectators at the event, but thousands of those who were following the event from their homes, on the Facebook page.
The three phases of the programme generated 179,870 likes, 12,975 shares and 3,744 comments on Facebook. We were able to create 3,42,63,724 impressions and 8,98,148 social actions by the social ads campaign initiated for the event. Find a glimpse of some glorious moments from the event in the gallery.
A video series capturing key moments and activities from the event is currently being created, which we will be sharing soon. :)
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