May 29, 2019
Inspired by the success of last year’s Find Your Freedom internship program, the Motor Company has launched a new Campus Ambassador pilot program. The goal is to raise engagement and awareness of the brand with students on four campuses around the country.
“Research showed us that students already have a very positive view of motorcycles and Harley-Davidson,” says Tim Budzien, Harley-Davidson manager of marketing programs. “The problem is, they just don’t see us around on campus. The Campus Ambassadors are going to help us change that.”
The new program will position H-D as a pathway to self-expression and personal discovery for students. A key will be tapping into existing two-wheeled riding culture – whether that’s motorcycles, scooters or bicycles – to help build community.
Twelve ambassadors, three each at four university campuses, have already been selected. We’ve linked the ambassadors’ Instagram accounts below. Here’s a video about the program.
“Schools were chosen based on student population, climate, potential for riding, proximity to a dealer with a Harley-Davidson® Riding Academy program,” Budzien says. “And we looked for students who were excited to learn to ride, outgoing and active in their schools. We think we found a pretty exciting bunch.”
The ambassadors use social media and other on-campus activities to engage with and enhance the motorcycle culture. Each will be issued branded Harley-Davidson® gear and other tools – including some basic video equipment – to help him or her create engaging content.
This will include a mix of user-generated posts on their own channels and content from Harley-Davidson. In some cases, Harley-Davidson will take the lead in producing short videos for various H-D channels.
For example, as part of their training, all the H-D Campus Ambassadors will learn to ride through the Harley-Davidson Riding Academy New Rider program. Each step of this learn-to-ride journey – from signing up to getting a motorcycle license – can lead to exciting, compelling stories
Other ways ambassadors will engage with the culture include giveaways, partnerships with coffeehouses, handlebar hangtags for bicycles and scooters, custom Spotify playlists, sponsorship of local campus activities, and an online quiz, to name a few.
At this stage, interested students and others near participating campuses can get involved just by keeping their eyes open and showing up at campus events, with more opportunities for taking part coming from Harley-Davidson in the near future.
“With a large selection of used motorcycles and our lower-priced new models, a lot of college students may be surprised to discover how attainable a Harley-Davidson® motorcycle can be,” Budzien says. “Having a motorcycle on campus can be an amazing experience, and the Harley-Davidson lifestyle is probably more within reach than they realize.”
|FOLLOW THESE AMBASSADORS:|
Arizona State University
|U of North Carolina
Jake Donofrio, 2021
Mimi Walker, 2019
Gui Pereira, 2020
|U of Alabama
Madeline Sibley, 2020
Allison Rivers, 2021
Sophie Corizzo, 2021
|U of Texas at Austin
Harsh Purani, 2021
Antonio Vela-Garcia, 2021
Jennifer Qu, 2021