With The Campus Agency’s help, Harley sought to discover a new market for their legendary motorcycles in the new generation of students who were simply unfamiliar with moto culture at large. Once our team got Harley into the Gen Z driver’s seat, they turned students from Ghost Riders to Hell’s Angels.
At four campuses, we sent a team of ambassadors to Harley Riding Academy to learn the ins and outs of safe riding. Armed with startup merch kits and a taste of Harley-fueled freedom, our ambassadors created a new moto culture movement on their campuses. They combed their schools for two-wheeled vehicles, leaving promotional materials for travelers who might want to amp up their two-wheel experience. They tabled for Harley in high-traffic areas on campus, in local coffee shops, and at Harley dealership events. Freedom Fridays, in which ambassadors raffled off Harley swag kits, became the hottest competition on campus.
2,619 customer email leads generated
72% engagement rate on social
226 student organizations reached
54 branded events hosted on campus