The Motorcycle Boneyard

Harley Davidson

Harley Davidson doesn’t want any more riders losing their lives from not wearing a helmet, so they're launching a marketplace that sells parts from riders who did. To encourage buyers to save their own life, a free helmet is offered with every purchase in their memory.

Harley-Davidson will get motorcycle riders to the site by promoting the sale of extremely low-priced, used parts.

When customers reach the site, they discover that the used parts are from riders who lost their lives because they weren’t wearing a helmet.

As buyers check out, they notice that a free helmet has been added to their cart.

Each custom Motorcycle Boneyard Helmet gives every buyer a unique number in the running site-total of lives saved.

The helmet number allows buyers to register their helmet online to receive exclusive invites, including an invitation to the Motorcycle Boneyard ride at Sturgis, the biggest bike rally in the world, to memorialize those who have died, and promote helmet safety.