HARLEY-DAVIDSON
PARAMOUNT PARTNERSHIP & THE TERMINATOR

To promote the release of the Terminator: Genisys movie, Harley-Davidson partnered with Paramount Pictures, which leveraged legacy ties between the brand, the film franchise and in particular Arnold Schwarzenegger’s Terminator character.

During a media meet & greet prior to the premiere that featured the co-stars, the presence of a display bike was engineered. Arnold stood by and sat on the motorcycle, which sent the photographers wild and the resulting photos gained over 3 million impressions, including first pages of all major dailies and tabloids.

It was a simple, well thought through, planned and executed activation, and the entire promotion resulted in a 150% increase in test rides taken compared to the same time a year ago.