#RollYourOwn: Harley-Davidson's new marketing campaign hopes to break stereotype of its riders

MILWAUKEE (WITI) -- Harley-Davidson  Motor Company debuted a new integrated marketing campaign on Wednesday, March 11th. Officials call it "Roll Your Own." Its mission is to break the stereotype of who rides Harley-Davidson motorcycles and how they ride them.

Elevating the attitude and style of motorcycle riders across the United States, the new campaign features real Harley-Davidson riders and introduces the call to action of #RollYourOwn.

"No matter who you are or how you ride, there is a Harley-Davidson for you," said Mark Peine,  Harley-Davidson Marketing Communications Manager.

The Street 750 motorcycle is the perfect canvas for this competition and campaign, with its attitude built to take on the urban world. Now through May 31, customers can start rolling their own on a Street 500 or 750 for as low as $99 a month*, to experience the fun of riding a Harley.

"It's about power, muscle and maneuverability -- all things we demonstrate in the campaign," said Brook Smith, Harley-Davidson Lead U.S. Public Relations.

The new campaign debuts today with a series of :60 and :30 broadcast ads, print ads, online advertising and social content. The campaign will air during the NCAA Men’s Basketball Tournament, as well as on theCHIVE and Heavy.com.

"Show us some pictures, tell us about your experiences and use the hastag #RollYourOwn, so we can share it with all of our fans,

In a news release, U.S. Marketing Director Dino Bernacchi said the following:

"The new work shows there is no one way to ride a Harley. The new creative is about each rider defining their independence and attitude, whether kicking up dirt on the track or sliding through the curves on ice."

In addition, U.S. Harley-Davidson dealers will compete in a bike build-off battle this spring with the Harley-Davidson® Street® 750 motorcycle being featured throughout the #RollYourOwn campaign. Bike builds will happen around the country, and in the end, one dealer will ultimately be crowned the “Custom King.”