Harley-Davidson used Facebook Live for the first time on Tuesday to give brand enthusiasts firsthand access to a product announcement.
The motorcycle company will launch an all-new engine, built from the ground up. The Harley-DavidsonMilwaukee-Eight engine -- only the ninth Big Twin engine in Harley-Davidson history -- delivers more power and an improved motorcycling experience while retaining the iconic look, sound and feel of its predecessors. The new engine only shares three bolts with H-D’s prior Twin Cam engine.
The Facebook Live unveiling was broadcast from H-D’s Pilgrim Road engine plant. Viewers were able to virtually tour the plant, the only location where the engine is made. The company was touting upgrades to the plant, including the addition or replacement of 130 machines and the retooling of 330 machines. Viewers were able to interact with Harley engineers throughout the broadcast.
The event targeted the brand’s more than 7 million Facebook fans, says Dino Bernacchi, director of U.S. marketing at Harley-Davidson Motor Company.
“What better way to reveal the new engine than to bring our customers behind-the-scenes to see how it’s made firsthand,” Bernacchi tells Marketing Daily. “For the first time ever, we’re giving fans a chance to see how the bike engines are made on launch day, and show some of the people who’ve worked tirelessly to bring the Milwaukee-Eight to life.”
Now that the engine has launched, the company will kick off marketing -- including online and print ads, online video and opportunities for test-rides.
“What’s most exciting about this new engine is how it feels when you experience it first-hand,” he says. “You’ve really got to throw a leg over one of our new Model Year 17 bikes and ride it yourself. We hope the unique behind-the-scenes look at how this historic new engine is made will inspire fans to visit their local dealers and take a test-ride.”