Cannes Lions

KID ROCK REBEL SOUL

HARLEY-DAVIDSON, Royal Oak / HARLEY DAVIDSON / 2014

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Case Film
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Overview

Entries

Credits

Overview

Execution

Instead of just sponsoring an artist, we partnered with known rebel and Harley rider Kid Rock to co-develop a promotional campaign that would appeal to his fans. We offered a chance to get on stage each night and rock with Kid Rock by signing up at our party area. While there, they could also get on an actual running Harley. Online we offered a chance to rock with Kid at our 110th celebration.

Goals

1 - 75,000 promotional leads

2 - 10% conversion to dealership visit

3 - 1% conversion to sale of a new or used bike

Outcome

127,689 promotional leads from onsite and online - 56.3 % new to the brand - 59% above projections based on like promotions.

23,081 dealership visits that lead to a transaction - 18% conversion - 325% above goal.

2,598 new or used bikes sold - 2.1% of promotional entries - more than double success rate of any other Harley promotion to date. (over $10 million in rev)

42,156 in-dealer unit sales of co-branded merchandise. Key point - rev share between Harley and Artist resulted on merch sales paying for almost the entire promotional investment.

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