NEW YORK – Harley-Davidson has turned to customers for creative ideas by relying on crowdsourcing, says Mark-Hans Richer, global chief marketing officer for Harley-Davidson during an interview with Beet.TV at the Digitas NewFront 2013 in New York.
“You can say you are close to customers, but how much control are you keeping for yourselves and how much are you giving to them?” he asks. In an effort to let customers weigh in on advertising concepts, the iconic brand relies on the Fan Machine app in Facebook for fans to share their creative ideas. The majority of marketing creative now comes via Facebook and the brand then casts ads through Twitter. “That’s what customers wanted, so we created a platform for it,” he says. Interviewing Richer is Karen Cahn, GM of AOL On Original Video.
