Harley-Davidson is launching a new Facebook app, called “Fan Machine,” that allows fans to submit advertising ideas directly to the company via Facebook. The goal is to provide an outlet for the brand’s “passionate” fans, and also to connect with younger audiences – the company’s average Facebook fan is between 18 and 34.
Harley Davidson’s Facebook fans can now review advertising briefs, submit creative ideas, and vote on other fans’ suggestions through the “Fan Machine” app. It’s not the first time Harley-Davidson has turned to crowdsourcing, but this effort is wider and gives fans – “the true stewards of our brand” – a platform where their ideas can be shared.
And if you come up with a winning ad idea for the company? Harley Davidson will reward fans for their contributions, and work to develop the ideas with existing marketing partners.
Mark-Hans Richer, Harley-Davidson’s chief marketing officer, told Marketing Week that “It works for us because their passion for our brand is second-to-none. They’re going to light this thing up, and it will be fun to watch.” With over 2.8 million fans on Facebook, the ideas will definitely start rolling in.
