Some 450,000 strong--is in the Black Hills of South Dakota this week attending the annual Sturgis Motorcycle Rally. Thousands of other bikers and fans who couldn't make the rally in person are flocking online for unprecedented live video coverage--via Harley-Davidson banner ads and a downloadable Google Gadget.
By Tuesday, 3,000 of the Harley-Davidson Google Gadgets had been downloaded, said Chris Wexler, the agency's interactive associate media director.
The 3x250 banners--placed on MSN, Yahoo, AOL, Univision, Military.com, motorcyclecruiser.com and numerous other sites--were averaging a 2.4% click rate, about 200% above average, Wexler said. And 18% of those who clicked watched for the entire two minutes. Last year, when Carmichael Lynch ran some non-live Sturgis video in the Harley-Davidson banners, the click rate was only 0.5%, Wexler added.
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