An integrated program built around Indian Motorcycle’s newly launched Sport Chief motorcycle.
The Brand Amp was tasked with developing an integrated program around Indian Motorcycle’s newly launched Sport Chief motorcycle that sustained coverage and authentically established the product with its core audience’s values while simultaneously reaching a wider mainstream demographic.
The Brand Amp produced a docu-style content series featuring notable celebrities who ride and authentically aligned with Indian Motorcycle’s core demographics. Each influencer was paired with an established and revered custom motorcycle fabricator.
Working as an integrated team, TBA Events spearheaded logistics for each custom bike builder, while the TBA Content team led creative and production of the six-video series. TBA’s Social Media team provided direction for social-first, channel-specific content clips, as TBA PR secured feature stories with lifestyle magazines, including Men’s Journal and Maxim, and core motorcycle outlets such as Cycle World and Bike Exif.