As the original biker brand, Harley knows riders demand the authentic experience. For the Sturgis motorcycle rally, a pilgrimage for 300,000 bikers and celebration of the biker lifestyle, riders needed to know only Harley’s website offered true, no-bullshit coverage. It pushed existing banner technology with a satellite truck, the Live Earth Concert production team, and 20 feet of black vinyl. Users’ click rate was 200% above average. And 18% watched for the maximum time before clicking through. By having even their web banners real and live at Sturgis, Harley reinforced that no brand is truer to bikers and the biker lifestyle.