Harley Davidson's new European Image and Video Gallery allows over 120,000 H.O.G members to interact with the site, the brand and each other like never before.

Overview

Harley Davidson has over 120,000 Harley Owners Group (H.O.G.) members across Europe, the Middle East and Africa.

H.O.G's existing image gallery was underperforming on a number of levels and needed to be revitalised to support and underpin the whole Harley Davidson ownership experience.

The new website needed to actively engage H.O.G members, encouraging them to share their thoughts and experiences on a platform that was easy to update and encouraged repeat visits.

Objectives/Approach:

The new site needed to support and compliment the highly successful HOG Magazine (printed edition) and perform on multiple levels:

• Display and categorise 1000s of images and videos
• Stimulate dialogue by encouraging members to submit their own content and make comments
• Inform visitors about upcoming events
• Increase member registration and repeat visits
• Be easy to manage and update using a central content management system.

Working closely with Archant Dialogue we developed a detailed prototype that mapped out key user journeys and fleshed out the social media strategy for the site moving forward. When these had been thoroughly tested, final designs were progressed, and a phased rollout ensured the site would achieve maximum exposure for its launch in the summer of 2009.

Results

• 40,000 video downloads and counting
• Average user sessions have increased by over 500% and average over 12 minutes
• 30+ average page views
• Increased member registrations
• Supporting Facebook app to engage new users and encourage repeat visits
• Riding Routes feature allows users to plot their favourite routes, share them with their friends and download them straight to Sat Nav.

Testimonial

Harley Davidsons Operations & Communications manager, Jeremy Pick comments:
"The HOG Gallery website created by Soak has made a dramatic difference to the on-line services we offer to our members and has changed significantly the way our members interact both with each other and with the company - and that has had measurable positive benefits on both customer satisfaction and member retention rates"