Harley Davidson revs up for the big screen

Harley-Davidson is hopes to make a strong impression on the silver screen in the upcoming months. The famous motorcycle company has signed a deal with Davie Brown Entertainment?an entertainment consulting agency?for a major product placement campaign in movies, television, and video games.

The company had product placements in the past, but this is the first time that it will use product placement as a core marketing strategy. 

?We want to use it to socialize Harley-Davidson motorcycling,? explained Dino Bernacchi, director of advertising, promotions, and entertainment for Harley-Davidson. ?Entertainment can sensationalize the excitement and thrill of riding to the point of moving people to check it out.?
?Harley-Davidson is a legendary American brand with a huge heritage,? commented Rob Souriall, senior vice president of Davie Brown Entertainment. ?They do a great job of speaking to the core male, 35-plus but we want to open up the sport of motorcycling riding to the younger guys, women, African Americans, Hispanics ? really broaden the demo.?

The motorcycle company is looking forward to collaborate with famous Hollywood talent, including Michael Bay and Lorenzo di Bonaventura. It is also currently arranging projects with video game partners, like Paramount and Sony.

Source: BrandWeek