Harley-Davidson Boot Camp
Biking Enthusiasts
Potential Customers
Delhi, Mumbai and Bangalore
Immersive Workshops
Community Building
Multi-city Activation
A first-of-its-kind brand experiential that created a new cult of enthusiasts. And, a branding exercise that became the foundation of future strategy.
Exemplifying the ethos of Harley-Davidson Motorcycles, Boot Camp captured the interest of bikers across the country through its website-driven marketing strategy. Filtered to genuine enthusiasts and potential customers through a nominal fee, the Boot Camps were held in the core markets of Delhi, Mumbai and Bangalore in 2010.
The immersive workshops were split into in-depth theory sessions that highlighted the legacy and technical prowess of the bikes, and practical demonstrations where every guest got a chance to take a spin. Fitted-out with original, customized merchandize, the 60 riders from each city truly experienced the Harley-Davidson high-octane life flanked by a community of like-minded enthusiasts.
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