09 Nov INDIAN MOTORCYCLE – CHALLENGER LAUNCH
Launch the all-new Indian Challenger, a liquid-cooled, fixed-fairing motorcycle, and directly market it against the clear category leader, the Harley-Davidson Road Glide.
The Brand Amp developed an integrated campaign that paralleled Indian Motorcycle’s “Challenger Challenge” test ride promotion that invited riders to take back-to-back test rides of the Harley Road Glide and Indian Challenger. Activating across PR, influencers and social media, the marketing campaign was designed to directly target the Road Glide and showcase the Challenger’s superiority in power, comfort and handling.
To activate with the media, The Brand Amp PR team conducted an embargoed press ride prior to launch. Hosting endemic motorcycle and men’s lifestyle media publications, the PR team implemented the Challenger Challenge by including the Harley Road Glide into the Indian Challenger first ride experience. While simply having the Road Glide on hand was a statement of confidence in and of itself, the back-to-back ride experiences conducted over the two-day press ride allowed media to instantly compare and understand how and why the Challenger is a superior motorcycle.
To activate across Indian Motorcycle’s social media channels, The Brand Amp content team produced an episodic video series featuring freestyle motocross legend Carey Hart and his trusted sidekick Bryan “Big B” Mahoney. The four-part Challenger Challenge series showcased Hart and Big B running a series of head-to-head performance tests including, power, comfort, handling and braking. In a playful and humorous tone, coupled with factual datapoints, the content was designed to fuel audience debate about the Challenger’s dominant performance over the long-time king of the hill, the Road Glide.
- PR: The PR team secured a print cover feature with Rider Magazine’s Dec 2019 issue. In addition, as a 2020 model, the Challenger was awarded Rider Magazine’s Motorcycle of the Year award.
- 118M Media Impressions
- ~7x increase in average comments
- 114% increase in video views (550K Views)
- 10% increase in audience growth rate
VIDEO VIEWS (+114%)
AUDIENCE GROWTH RATE