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Harley-Davidson Wooing Millennials Via Mobile, Digital
By: Adweek
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Ever wanted to hop on a Harley-Davidson Iron 883 motorcycle and weave through gridlocked Manhattan streets? How about hitting the expanse of historic Route 66 while feeling your tires on the asphalt and the wind against your skin? Turns out you can—at least virtually.

Those scenarios are just two of the many available to players of the upcoming Ubisoft video game The Crew 2, an open-road racing adventure set to debut in March 2018. The game is one of the unconventional ways that Harley-Davidson, a 114-year-old legacy brand, is reaching out to millennials and women as it looks to broaden its consumer base beyond its core baby boomers.

The Crew 2 is “gender agnostic,” and like its hit predecessor, The Crew—which has amassed 12 million players—is expected to appeal to young male and female gamers and potentially anyone with a passion for motor sports, said Stephane Jankowski, producer at Ubisoft’s Ivory Tower Studio, which created the franchise.

“We used a lot of feedback from the community in developing the new game,” Jankowski said. “We’ve taken a sandbox approach where players can create their own stories and ask themselves, ‘What do I want to do today?’”

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