Motorcycles company Harley-Davidson (NYSE: HOG) announced Monday the launch of a second installment in its Dark Custom campaign called United By Independents.
The campaign, featuring #StereotypicalHarley riders, was first developed on Harley-Davidson’s Facebook app “Fan Machine” by fan Harold Chase and was then cast on Twitter.
The final 60-second spot, featuring 16 real Harley-Davidson riders and Twitter followers from around the world, makes its national advertising debut on the FX hit series Sons of Anarchy (SOA) beginning with the Season Five premiere today, Sept. 11.
The campaign runs through November 2012 and will continue with a promotion through Harley and SOA that gives fans an opportunity to express their individuality and defy stereotypes by customizing a new Street Bob motorcycle online with H-D1 Bike Builder.
According to the company, this online tool now offers the most expressive paint sets, accessories and apparel with the all-new Hard Candy Custom. One lucky winner will win a personally customized Harley-Davidson Street Bob motorcycle and a trip to Los Angeles to visit the set of Sons of Anarchy and hang out with cast members.
Charlie Hunam on a 2013 Harley-Davidson Denim Black Street Glide at the Season Five Premiere of Sons of Anarchy.
The partnership with FX and SOA also includes exclusive online promotional videos from the creator of SOA, Kurt Sutter, along with key cast members who share their stories about what it means to ride, featuring their own personal customized Harley-Davidson motorcycles.
“United by Independents is as much a rally cry to discover your ultimate self-expression and personal freedom as it is a celebration of fans and riders that continue to defy stereotypes of what it means to be a Harley-Davidson enthusiast,” said Dino Bernacchi, Harley-Davidson director of North American Marketing Operations.
“The campaign is cast entirely through social media with real riders from across the globe and from all walks of life who are united by their shared passion for the brand and their love of riding.”
To enter to win the Ultimate Sons of Anarchy Experience and access the exclusive video content, fans can visit www.h-d.com/SOA from Sept. 11 through Nov. 19, 2012, and tell Harley-Davidson which SOA actor they want to ride with, where they would go and what they would do.
Then participants can use the H-D1 Bike Builder to design their dream Street Bob. One winner will receive a grand prize including their customized Street Bob and a trip with a friend to Los Angeles to visit the set of Sons of Anarchy.