Rinehart Racing makes motorcycle mods for bikes made in America, offering cutting-edge, high-end parts exclusively for Harley-Davidson and Indian motorcycles. Enthusiasts swear by Rinehart’s quality and NASCAR pedigree, but the brand was experiencing increased pressure from companies that serve all brands and offer highly competitive pricing. Rinehart was in need of a more unique positioning to gain momentum and keep up with competitors.
While Rinehart had superior performance and styling, sound was the real emotional driver. So sound took center stage as we refreshed their website. We created an online Sound Sampler, an innovative microsite that allows riders to hear exactly what their Rinehart pipes will sound like, idling, cruising or racing. We depicted Rinehart’s unique sound by highlighting “sound wave” imagery across all campaign elements including a new brand position, dealer materials, visually dramatic print executions, a new product catalog, collateral materials and online ads. We also partnered with Rinehart to create brand experiences at national shows, including Daytona Bike Week, Sturgis, the International Motorcycle Show and NASCAR events, and utilized that content across Rinehart’s social media channels.