Overdrive is very proud and honored to announce that we won the best use of Media Targeting for our campaign with Harley-Davidson’s “Take Back Black Friday” at the 16th Annual MITX Awards last night!
The Harley-Davidson “Take Back Black Friday” was a holiday campaign that ran from Thanksgiving through the Holidays in 2010. The campaign’s goals were to generate sales and awareness for Harley-Davidson motorclothes and merchandise. The media campaign consisted of different targeting options to reach relevant users such as behavioral targeting and retargeting, as well as social targeting media buys and direct buys. Display ads were shown to users who were most likely to purchase a motorcycle or merchandise and were also placed in Men, Sports, and Auto categories. The retargeted ads were shown to users who had already visited the Harley-Davidson website and thus had shown a direct interest in the brand. In addition, the social ads were targeted to users who were most similar to Harley-Davidson fans and social enthusiasts.
Congratulations to everyone at Overdrive who worked on this campaign!