The new mobile website allows Harley Davidson Europe's 120,000 H.O.G members to consume a wealth of information and rich media on the move.

Overview

Following on from the success of the H.O.G Europe Gallery, Harley Davidson wanted to provide their members with easy access to the latest news stories, videos and images whenever and wherever they wanted to access them.

In line with that latest industry research, site analytics showed that a large proportion of members were regularly accessing information via their smart phones, so it made good sense to optimise and deliver content accordingly.

Objectives / Approach

We wanted to ensure the new platform would not only enhance the overall membership experience, but also be efficient to manage and update on a daily basis. With this in mind we integrated content from the existing content management system directly into the new mobile website; this ensured that all the latest content could be easily distributed across all digital channels at the touch of a button.

The H.O.G mobile site is:

• Optimised for all major mobile operating systems
• Linked seamlessly with the existing content management system (CMS)
• Efficient to manage and update
• Quick to download

Throughout the project we worked closely with lead agency Archant Dialogue who produce the successful H.O.G Magazine (printed addition).This not only ensured a highly integrated approach, but also allowed us to test new technologies such Quick Response (QR) Codes. By simply scanning in a printed code users could access a wealth of rich media related to the articles or features they were reading, providing a truly interactive experience.

Results

The new mobile website allowed existing media channels to work harder, delivering coordinated content that could be accessed and enjoyed 24/7. The mobile website is quickly becoming the first brand touch-point for H.O.G members, providing higher levels of customer engagement and improved member retention.