Harley-Davidson has introduced Project LiveWire, its first electric motorcycle and a big deal for a company that takes pride in using old technology. TMA produced special reveal video content for #ProjectLiveWire and bolstered it with social media influencers to help reach a new audience. To date, the videos have generated over 1.25 MM views and influencer posts have a reach over 35MM.
Even those who don’t yet ride will have the opportunity to feel the power of Project LiveWire through Jumpstart – a simulated riding experience.
“Project LiveWire is more like the first electric guitar – not an electric car,” said Mark-Hans Richer, Senior Vice President and Chief Marketing Officer of Harley-Davidson. “It’s an expression of individuality and iconic style that just happens to be electric.”