Katy Perry's Hawaiian Gift to Harley-Davidson
The Motor Company caught a lucky break that could net them millions.
Hula Gem
Katy Perry promises to “hula-hula so good, you'll take me to the jeweler-jeweler,” in her latest single, Harleys In Hawaii. While sultry girl-power pop music might not be blasting through your Street Glide speakers, it is topping the Motor Company's playlist. With a possible $40 million in sales from Perry's endorsement, the hula-hula here, is definitely a gem.
Cultural Opportunity
Perry chose Harley-Davidson based on brand appeal. Paul James, Director of Motorcycle Product Planning, stated in a 2019 New York Times interview, “We work to find product placement opportunities and to create opportunities to insert our brand in these cultural moments, but sometimes an artist just decides, ‘Its got to be a Harley,’ and they come to us.”
Nominal Fee
Perry's props came at little cost to the Motor Company. Product placement manager, Jenny Lowney explained, “We worked with our local dealer on Kauai to get bikes for the music video, and that’s really all we provided.” Lowney noted, Harley-Davidson also paid a 'nominal fee' to Universal Music Group for digital assets that include the use of photos and video clips.
Unplanned Influence
Harley-Davidson was not aware of Perry’s newfound motorcycle affinity until after Harleys In Hawaii had been recorded. Lowney elaborated, “We found out in the last week of June through her record label, and the video was shot in early July.” Despite being out of the loop, the pop song is now an incredible social media influencer campaign for the Motor Company.
Promo Cascade
Harleys In Hawaii is accompanied by a complete promotional package. Along with the music video itself, there is a making-of video, and several other short videos shot at the Harley-Davidson Museum in Milwaukee, Wisconsin. On the social media side, there is a massive cascade of posts on Perry's Instagram and Twitter, not to mention the collateral exposure from her millions of fans.
Authentic Marketing
Harley-Davidson caught a lucky break with Perry. Mae Karwowski, CEO, and Founder of Obviously, a major marketing influencer stated, “They’re extremely lucky. The sheer amount of content that she’s created around Harley, with a clear positioning that this is a new feminist symbol — we talk a lot about authenticity in influencer marketing, and it’s really clear that she’s passionate about this.”
MoCo Magic
Perry's hit song gives the Motor Company access to a previously inaccessible demographic of young women — now potential new riders. Reflecting on the inspiration, Perry explained that her fiancé Orlando Bloom had rented a Harley-Davidson while on a romantic getaway in Oahu. At some point, the inexplicable MoCo magic struck, and Perry whispered to Bloom, “I’m going to write a song called Harleys In Hawaii.”
Tentative Rider
Perry might have been hooked to a dolly for filming, but she legitimately earned her motorcycle license prior to the video shoot. Additional footage on social media shows Perry duck-walking her Forty-Eight onto the road before tentatively riding away. Learning is a trial for every new rider, but it gets better — much better. Enjoy the ride, and in MoCo parlance: “Welcome to the Family.”
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