Harley-Davidson is a culturally iconic, famous lifestyle brand, but it wasn’t always that way. In the 1970’s, Harley Inc. faced bankruptcy, as they could no longer compete with cheaper priced Japanese made bikes. In 1983 Harley decided to create a group called H.O.G, or Harley Owners Group, for owners to participate in rallies and remain closely in touch with the corporation. One member at a time, the company built a community using newsletters and a magazines. Harley Davidson’s President began making regular appearances at events to constantly gain input into what customers love. Here it is almost 30 years later and the company is still employing the same principles of tapping into the power of their customers to drive their marketing.
In November, Harley announced it would be parting ways with its advertising agency-of-record, Carmichael Lynch of Minneapolis, to start working with the ad agency Victor & Spoils of Boulder, which bills itself as the world’s first creative (ad) agency built on crowdsourcing principles. In October, John Winsor, the CEO of Victors & Spoils presented at the Jay Chiat strategy festival in Miami. Here is the video:
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