THE GEARS BEHIND THE GAME
The ask: Convince young people to see Harley Davidson as a brand that’s more than just for the graybeards.
The solution: Out of the twenty-seven motorcycle options in Grand Theft Auto, eight are inspired by Harleys. We tapped into both Gen Z’s gaming culture and GTA’s rebellious freedom to motivate viewers to ride past their limits, both on and off the game.
ACTIVATION
Harley customers are given a GTA code with the purchase of a 2026 Low Rider ST. This code can be used at an in-game Harley Dealership and the customer will be awarded their Low Rider