Harley-Davidson and MDA have a long history of teaming up to fight neuromuscular diseases. And with tens of thousands of riders converging in Milwaukee for Harley’s 115th anniversary, it seemed a good time to do so once again. Choosing 6 riders from all corners of the country — to represent MDA and those families impacted by muscular dystrophy — we utilized the weeks leading up to the celebration to raise awareness and proceeds.
Case Study:
Print / Wild Postings:
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Event App / Social:
Individual and rider teams set up sponsorship pages promoted on MDA, Harley-Davidson, and their own personal social media channels. Through the app, family, friends, and followers could sponsor riders and/or donate directly to the cause, while staying connected to the riders through digital postcards in the form of online videos, commentary, and pics riders posted along their journey.
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We designed 15 ride kits that were auctioned off at Harley's HQ. Each consisted of a branded saddle bag containing a bike flag, GPS mount, event cut patch, t-shirt, two tickets to the Harley-Davidson museum, and a VIP pass permitting its wearer to lead the pack during the 115th anniversary parade.
![](https://cdn.myportfolio.com/51702663-9465-41bd-9b32-050ca97b2cbc/e109d210-d7bf-4bb0-b733-d9d4db5858c1_rw_1920.png?h=fab809e9bcb0f55fede16098f645a75f)