We created a job opportunity no real biker could resist: to cover 15,000km and 20 countries on a Harley. "Greatest Rides" showcased the journey of contest winner Luis Castilla, and built a community for riders to find and share their own Greatest Rides.
To kickstart the campaign there was a competition to find a rider. Someone to be the face of the campaign and to travel around Europe on a Harley with the mission of discovering the greatest touring ride experiences. This 2 month trip of a lifetime included €25000 and a brand new Harley to keep.
We created an environment where the biking community could visit when planning their next tour. This positioned Harley Davidson as the facilitators for discovering and sharing great touring rides in EMEA. Something no other brand currently owns.
At the core of the site is a filter system that allows you to find the ride you want – search simply for a country or go in-depth right down to terrain, difficulty of ride.
To add your own ride you have a fully interactive map at your disposal with location pins that you can drag or add to alter your route from start to finish. Name, describe, rate and share the ride with friends.
The lucky rider chosen was Luis Castilla. His deep passion for motorcycling, his love for adventure, and his understanding of what it means to tour on a Harley made Luis the perfect candidate for the job. To help users follow Luis’s incredible journey we created a blog for him. This enabled him to keep a personal diary of his travels which gave a fluid narrative running throughout the whole campaign.