The digital experience created around this ultimate road trip featured a video that took interactivity to new levels. It showed off the new bikes, in all their glory, in a dawn to dusk ride along twisting, turning highways and majestic canyons. In order to tell the product story without getting in the way of the ride, super slo-motion footage was employed to give viewers the chance to learn more about the new features make Rushmore the ultimate touring machines. And, to make it interesting, the site was made in 19 different language for 34 different countries.

The Rushmore microsite drove more than 1.4 million visits in 2013. Total video viewing time was the equivalent of more than 7 years. 50% of viewers who started the video continued watching for a straight 10 minutes. Sales targets for Rushmore were exceeded in 2013. “Initial retail sales of the new Project Rushmore motorcycles sparked the largest year-over-year new model sales increase in two decades.” Keith Wandell, Chairman and CEO, Harley-Davidson.