To help get a younger, first time rider onto a Harley Davidson I pitched Harley Canada an idea to have a group of first time riders do a road trip hitting all 10 dealerships in Alberta, Canada. Through traditional media we pushed traffic to our FirstTimeHarley.com website where participants could follow the riders in real time and send first time challenges to accomplish on the road.
It was Jack Ass meets lifestyle road trip. They loved the idea so much they asked if I wanted to lead the charge. My diet ended up consisting of bug sandwiches and pickle juice while we crushed over 5000km in 10 days to visit Harley fans in all 10 dealerships.