Harley Davidson launches crowdsourcing Facebook app

Harley Davidson is rolling out a crowdsourcing initiative as part of its transformation strategy to make the company more “customer-led” and connect with the “next generation” of fans.


It is launching a crowdsourcing Facebook app that sources advertising ideas directly from the motorbike brand’s Facebook fans.

The “Fan Machine” app allows Harley-Davidson’s Facebook community to review advertising briefs, submit creative ideas and vote on other fans’ suggestions.

Harley Davidson will reward fans for their contributions and then work with its existing marketing partners to develop the ideas.

The brand has been approaching crowdsourcing in a minor way for several months but hopes to bring it to scale through Facebook. Its “No Cages” campaign in February began as a crowdsourced idea.

Mark-Hans Richer, Harley-Davidson’s chief marketing, officer says: “This is not a publicity stunt, or a limited time engagement. We’re committed to crowdsourcing because these ideas naturally flow from our passionate fans. As the true stewards of our brand, our fans now have a huge new platform to share their ideas.

“It works for us because their passion for our brand is second-to-none. They’re going to light this thing up, and it will be fun to watch.”

He adds that Facebook is helping the brand engage with younger audiences as the average Facebook fan is between 18 and 34.

The first design brief is available now via Facebook.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here