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Harley-Davidson hopes to ride onto screens large and small in coming months. The motorcycle brand announced last week that it is has teamed up with entertainment consulting agency Davie Brown Entertainment for a major product placement push in film, TV, music and video games.
Harley-Davison has used product placement in the past, but this is the first time the brand is making the strategy the core of its marketing push, said Dino Bernacchi, director of advertising, promotions and entertainment for Harley-Davison.