A key promotional element for the BLACK BOX campaign was to give potential customers an actual taste of what it is like to ride the new Harley-Davidson STREET 750. This was done by creating a video clip on the spot, of them riding the bike through the streets of Tokyo.

Another goal was to arouse potential customers’ curiosity towards the brand by confronting them with a huge black box in the middle of one of Tokyo’s most crowded areas, Shibuya. In this way passersby were induced to check out what was going on inside the box, which included Harley-Davidson branding imagery.

The BLACK BOX, located in a prime location in Shibuya, was impossible to ignore. The site of people lining up to take a peek inside the box induced the participation of many over the course of the 2-day campaign.

Once a participant peered through the hole, his or her face was photographed and instantly rendered in 3-D and superimposed onto the body of a STREET rider in a fast-paced video clip. A personalized print-out with a QR code and URL let participants instantly access the clip via YouTube on their smartphones, to share with friends via social media channels. The most popular clip was played 112 times.

The BLACK BOX campaign also generated exposure through a variety of Internet media channels, while attracting a great deal of attention from potential STREET customers. Harley-Davidson ended up with a list of solid sales leads for the new product.