Harley-Davidson

Harley reaches Gen Z like never before

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.

Results- 

• 2,619 customer email leads generated
• 72% engagement rate on social
• 226 student organizations reached
• 54 branded events hosted on campus