Harley-Davidson is giving money and a free bike to write about them on social media
in a bid to entice the millennials, 8 inters will be chosen by H-Dby Sagar, on
Harley-Davidson seems to be slowly shifting gears post its struggle to register any success stories due to its current downward trend in the market off-late. It has become a worldwide brand now after aggressive expansion that took place in the past decade, and to keep things from drifting away, the HR folks are busy setting up the stage for the brand and its social media presence.
Harley-Davidson USA in a bid to attract the millennials into motorcycling is giving a few guys an opportunity to intern with them to gain hands-on experience in integrated marketing communications. It will pay you to work with them for a period of 12 weeks, 40 hours a week, to ride its bikes and write about them on social media.
The firm from Milwaukee has been giving us resilient machines ever since they began their stunt back in 1903. This year, the Bar & Shield brand turns 115-years-old, and the company plans to leave no stone unturned to celebrate it with its fans worldwide. Bikers and non-bikers alike.
Apart from the huge birthday bash it has planned for itself, the Milwaukee brand is pulling all strings to recover the ground it lost in the market recently where the brand registered a 6.7% downfall worldwide. In the US alone the numbers were down by 8.5% compared to the previous year.
To slow the downtrend, Harley has implemented new strategies including enhancing its riding academy to attract new and young customers towards its products. New models like the Street rod and the upcoming ’Bronx’ and ’48X’ are supposed to draw fresh breed of riders early in their riding stint.
Harley’s brand new strategy is to expand its footprint on the social media platforms, a place where everything seems to happen these days for the millennials. Through it riding academy, eight eligible interns will be thought the art of riding on a Harley and will also pay you to go and “discover motorcycle culture while you find your freedom on the open road.”
These stories, images and all media content captured throughout this journey of 12 weeks, will then have to be uploaded onto various social media platforms. Harley believes that this will in-turn be helping them with fulfilling their mission “to grow the sport of motorcycling” with budding riders.
And the best part of it all is that at the end, the interns will get to keep the bike for themselves. What kind of a deal is this?. But then I saw an asterisk (*) right next to that which pointed out to the following clause: *Conditioned upon passing H-D Riding Academy course and obtaining a motorcycle endorsement within a H-D specified time period.
Whatever that means, I think that is a hell of an opportunity to miss out on. Make a video, write an essay, create a photo collage, whatever you want. Get creative and show them what you got, what freedom means to you.
Hopefully, all of this can do wonders sending Harley back to its glory days.