Harley-Davidson HOG® Million Mile Monday

Harley-Davidson wanted to create a riding event that would make an unmistakable roar in the marketplace – something akin to the national Ride-to-Work day, but with an attitude that’s all Harley. GS developed Million Mile Monday – an annual event for HOG® members around the world to turn an unremarkable day of the week into something extraordinary. We branded the event from the ground up, designed ads and promotional materials, and built a mini-site where members can log their miles, tracking them in real time on a virtual odometer. For the first few years GS worked with Harley to promote Million Mile Monday directly to the Harley Owners Group® through their members-only site and HOG magazine. The goal, to collectively log one million miles in a single day, was exceeded by a factor of three in year one of the event, and the margin's been increasing every year since. In 2011, the event opened up to non-members and even competitive riders, bringing the Million Mile Monday celebration to the masses.