ROAD TO STURGIS PASSPORT TOUR 

Get customers riding more miles while driving traffic to Harley-Davidson dealerships leading up to the largest motorcycle rally in the world

Situation

Dealers were not benefitting from the sales and customer engagement opportunities surrounding large motorcycle rallies.

Solution

We created a sweepstakes promotion around the 75th Annual Sturgis Motorcycle Rally designed to encourage ridership, drive traffic to dealerships, increase lead capture and sales opportunities and provide dealers with engagement best practices for customer retention.   

 

Participants received a passport and earned entries into the sweepstakes by visiting 147 dealerships in 13 states.  

Results

The tour delivered traffic and sales for dealerships. Multiple versions of a passport tour have been tested and proven successful making them a recurring customer engagement and sales activity. 

$13.5M

Incremental Sales 

($92,000 per dealer)

12,208

Participants

8,969,250

Miles Ridden

 116,215 

Dealership Visits