GOOD RIDE SALUTES USAG STUTTGART POWERED BY INDIAN MOTORCYCLE

Challenge

Expand Indian Motorcycle’s commitment and support of the U.S. military through a dynamic experience.

Solution

The Brand Amp and Indian Motorcycle partnered with Brand Ambassador Carey Hart to bring a taste of home to the servicemen and women stationed in Stuttgart, Germany. This inaugural event, Good Ride Salutes USAG Stuttgart, brought Hart’s Good Ride experience overseas to honor active-duty military with a day of riding with Hart and Indian Motorcycle. The ride route covered 90 miles of Germany’s picturesque Black Forest and scenic countryside. The ride was followed by a barbeque celebration in honor of Armed Forces Day with participating military riders and their families enjoying food, drinks, live music from American Hitmen and a host of fun-filled family activities.
The Brand Amp developed a full-service plan to bring this multifaceted project to life. The event team partnered with USAG Stuttgart’s Morale, Welfare and Recreation (MWR) division along with international and local teams throughout a six-month planning process. The PR team secured three vertical-exclusive media outlets to attend the ride – FOX News, Popular Mechanics and Hot Bike magazine. Additionally, the social team developed and executed a full-scale social media promotional plan, working closely with The Brand Amp content team who were onsite throughout the ride capturing both the ride and special stories of U.S. Army Indian Motorcycle riders abroad.

Results

The Good Ride Salutes USAG Stuttgart event generated 30M media impressions and $2M in advertising value. Top placements include a live in-studio broadcast segment on FOX News’ morning show, Fox & Friends, as well an extended feature on their “After the Show” online platform. Stories on the event were also featured in a Hot Bike Magazine print piece and on Popular Mechanics online.

30.2M

Media Impressions

$1.9M

Advertising Equivalency