Harley-Davidson wanted to bring their timeless American brand to a new, younger audience. They wanted to create a destination for a new generation of fans to come together and interact. Campfire concepted both The Ridebook and the The Rideline as digital environments to bring the brand to life.
As these fan communities grow, they aim to show how Harley-Davidson owners’ lives are intertwined with the iconic motorcycle company’s past, present and future.
Harley-Davidson approached us with the goal of developing a socially-based program to target young adults. They wanted to connect with their audience on channels they were already using and show them that Harley-Davidson fit with their lifestyles.
Campfire created The Ridebook, a social engagement platform that gives a new generation a platform to experience motorcycle culture on their terms. The Ridebook is a curated selection of editorial submissions from independent filmmakers, writers and photographers. Together they form an interactive introduction to the culture of Harley-Davidson in the 21st century, for new and existing riders alike.
Harley-Davidson also partnered with Campfire to introduce the H-D® Rideline Facebook app. The app enables visitors to make their own Rideline, or a timeline of memories from the open road, which captures their personal history with the brand and allows them to share it with others.