This very targeted, integrated campaign was developed to honour the lives and rich history of a fiercely dedicated breed of Latino Harley riders who proudly call themselves Harlistas. And in so doing, encourage others to join them in the saddle. The big idea: create a feature-length documentary comprised of Harlistas’ personal stories. In order to find and collect a vast array of these stories, we created a documentary short chronicling the lives of three Harlistas. Web TV spots were cut from the footage. Print ads, media rich web banners and posters featuring the three Harlistas were also created. All of these efforts drove people to the Harlistas microsite where they could see more Harlistas stories and submit their own for a chance to be part of the feature-length documentary.

The documentary short launched on youtube, facebook and the Harlistas micosite. Web TV spots and the media rich journal banner were targeted to sites our target most frequented and pushed traffic to the Harlistas microsite. The print campaign also launched in publications specific to our target. The poster campaign was created and given to dealers to help them promote in-dealership Harlistas events.

Since the campaign launched, user-generated stories have been flooding in. The campaign has generated enough buzz, interest and content that the feature-length documentary may launch by the year’s end. Approximately 300 Harlistas stories have been uploaded to the microsite to date and more are added each day.