ducati

Activations / Experiential, Brand Platform, Influencer Marketing, Branded Content, Brand Partnerships, Live Events, Media Relations, Social Media, Dealer Programs, Content Strategy

Ducati's Diavel wasn't just a motorcycle — it was a statement about the kind of person who builds things, breaks rules, and leaves a mark. We developed the #MakeFire platform to launch the Diavel 1260: a fully integrated activation ecosystem targeting entrepreneurial thrill-seekers, not just riders. The program included a Fast Company branded content series spotlighting bike-riding disruptors, a celebrity and influencer ride experience seeding the launch across culture, a partnership with John Varvatos for a capsule clothing collection debuted at his SOHO flagship, a Prototype Trade competition inviting makers to swap their invention for the very first 1260, a MotoGP Pro-Am ride day with Andrea Dovizioso for dealer-recruited winners, signature "Devil's" road rides mapped to the bike's namesake, and an Instagram Live global dealership viewing party broadcasting live from Misano World Circuit.

agency:  DiNoto/NY