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Aprilia USA’s New Marketing Campaign

Thu, 05 Apr 2012

A new marketing campaign from Aprilia USA is intended to “connect riders with the brand’s heart, soul and racing DNA” via a new multi-media strategy that includes videos, online trivia with user rewards, an infographic featuring company firsts and its race achievements, plus news about its test-ride tour for the incredible Tuono V4 APRC we fell in love with in our European Literbike Streetfighter shootout.

The campaign debuts with a new microsite, and Facebook app at

“To ride an Aprilia motorcycle is to fully understand what it is like to take race-proven technology, power and design and apply it to street bikes,” said Melissa R. MacCaull, Vice President, Marketing. “We created a campaign that features riders of competitor brands speaking freely about their Aprilia experience. Their opinions, along with other digital and social elements, are designed to engage and inform visitors about our brand in visually impactful ways.”

To show what sets Aprilia apart, the company created to engage users in multiple ways and educates visitors about the brand’s technology, design and racing heritage. The microsite content includes rider experiences filmed at the race track. Aprilia invited seasoned riders who own multiple brands to the Streets of Willow circuit in Southern California to experience – then share – their opinions about the new Aprilia Tuono V4 APRC, RSV4 R APRC, Shiver 750 and Dorsoduro 1200.

Also available is a trivia quiz that tests visitor’s Aprilia IQ and lets participants earn a series of badges, including 50 opportunities to win a coveted Aprilia SBK shirt. To get to this section you have to go to and click the top nav bar.

To feel the thrill of the new Tuono V4 APRC, test rides will be available at select dealers across the country. For a complete list of dates and locations, visit

“As you know,” MacCaull told us, “Aprilia makes wonderful products but is still considered more niche, even by those in the know.  This campaign was designed to inspire, educate and inform.”

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By Kevin Duke

See also: Simoncelli vs. Laverty at Imola, Teaser: 2012 Japanese Literbike Shootout – Video, 2013 Aprilia Caponord 1200 to Get APRC and Electronically Controlled Suspension.