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Posts Tagged ‘Outrun The Sun’

mcHarleyIn a world where business people are constantly trying to hoodwink us, with extensive marketing and constant barking to pay attention the Harley marketing team has upped the ante and quietly paved the way to fabricate a fake brand.

I’m talking about the “TRUE BLOOD” Iron 883 which was developed for a nonexistent audience on TV.  WTF?

Almost nothing lives up to the billing and it turns out that HBO has partnered with Harley-Davidson in creating fake products to promote its original programming.  Last year, a print, outdoor and online campaign promoted a synthetic blood nourishment drink to hype the series premiere of “True Blood.”  This time around, Harley-Davidson and other household brands are promoting fictional products to a specific, nonexistent, target audience: VAMPIRES.

The ad created for Harley-Davidson encourages vampires to “Outrun the Sun.” See the ad HERE.  The ads are running in US Weekly, TV Guide, NYTimes and AM New York, among others.  Unique URLs found in each ad drive viewers to HBO’s official “True Blood” Web site.  Digital Kitchen is the agency that created the print and online creative.

It’s an interesting idea for a cross-promotional campaign.  I like the unexpected way that H-D took a gamble with a tie-in to a series about vampires co-existing with humans.  But is associating the H-D brand with vampires a new strategic direction?  I don’t know.  However, I do know those vampires won’t be headed to the dealer to plop down human $$$!

Photo courtesy of HBO and H-D.

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