Reinforcing an iconic brand's identity
As a company whose brand is deeply enmeshed with the values of freedom and patriotism, Harley-Davidson has been committed to supporting the U.S. Armed Forces for nearly 100 years. In 2009, Harley-Davidson partnered with a handful of elite BMX athletes to bring Bikes Over Baghdad tours to U.S. troops stationed overseas. The adrenaline-packed action sports performances were meant to thank troops, who’d had little or no access to entertainment. The project was so well received it became an annual program for several years.
Buzz Monkeys shared Harley-Davidson’s Bikes Over Baghdad story with national media over the course of several tours. We secured coverage in media outlets around the country, including ESPN.com, Inked Magazine, Complex Magazine, Fuse.TV and SpeedTV. In addition, the team placed stories in the athletes’ hometown markets, including publications such as State College Magazine, Detroit Free Press, Orange County Register and Appleton Post-Crescent. The media relations initiative also helped grow the program’s Facebook following to more than 6,700 likes.
Earned media coverage surpassed 25 million media impressions and helped further illustrate Harley-Davidson's commitment to and appreciation for the U.S. military. In addition to Bikes Over Baghdad, Harley-Davidson supports Disabled American Veterans with recurring grants for the group’s Mobile Service Office program, providing counseling and assistance to help veterans and their families obtain much-needed benefits.