Opportunity: Build national awareness, while procuring donations to support the much-needed efforts of MDA research.

​

Insight: Harley-Davidson and MDA have a history of teaming up to fight neuromuscular diseases. With tens of thousands of riders converging in Milwaukee to celebrate Harley’s upcoming 115th anniversary, we thought... "What perfect timing."

​

Solution: Sponsor six riders from all corners of the country to document their journey to Milwaukee on social media via a gamification app that encourages friends, family, and followers to donate to the cause through the riders' sponsorship pages. Persuade other riders making the trip to also create and share individual or group sponsorship pages of their own.