This went largely unnoticed, but Harley-Davidson rode “virtually” into the social network scene with the launch of Harley-Davidson MySpace profile. And in true bad boy fashion, visitors are greeted with the “Screw it, let’s ride” manifesto and a link that challenges them to bring their own words to the rallying cry.
Of course Harley will provide updates [SELL, SELL, SELL] on the latest motorcycles and a link that lets visitors customize their own virtual rides with authentic HD accessories. Maybe they will provide some “virtual Harley dollars”? They’ve included some “SWAG” on the site, screen saver downloads, wallpapers, custom protective skins and other downloads for cell phones and iPod’s.
I’m sure the marketers at HD sat in a conference room and ask: “How can social networks make us more money” and that is the central mission of the site….and oh yeah, they provided links to information about buying a Harley motorcycle. Imagine that?! The marketing spin machine spews out how — Harley-Davidson — wants to give all us motorcyle enthusiasts on MySpace the chance to connect:
“Harley-Davidson isn’t just about bikes; it’s about bikers who love the freedom of the open road and this gives everyone from young hot shots to wind weathered easy riders a place to gather on common ground”.
That would rate fairly high on the “gag-O-meter” and let’s make one thing clear. The main goal of any Harley internet marketer is to drive more traffic (visitors and page views) to their site and/or the dealer network web sites. Social networks like MySpace provides a platform for Harley to spread their marketing messages and leverage marketing tactics at a specific demographic.
Is this a bad thing? No, but putting up a profile page on MySpace does not mean it will be a “successful” marketing campaign. There are examples of social marketing gone wrong (re: Wal-Mart on Facebook) and:
- Is MySpace really the demographic for Harley Davidson? Will teenagers loading up Harley widgets translate into motorcycle buyers? Comscore reported that 24% of MySpace users were ages 12-17. Recently that has decrease to 12% of the user base. They certainly won’t be plopping down $20K. Internet users between the ages of 35-54 now account for 40.6 percent of the MySpace visitor base.
- Harley should expect a small group of ‘brand terrorists’ to vent their frustrations for the whole world to see. I would expect comments filled with criticism on the recent downsizing to union issues. Will that help or hurt the brand?
- Will the MySpace “To Catch A Perv” black cloud really help position Harley as a premium brand?
Harley has embarked on a series of new ad campaigns that appeal to everyone or is that noone? I don’t believe non-motorcyclists will buy a bike from MySpace. And, I don’t know about you, but this is not where I’ll be going to share stories from the road, or post pictures/videos of my bikes or swap tips, tricks and suggestions.
Northwest Harley Blog 