Harley-Davidson has launched a print campaign with an interactive mobile component to build awareness around its new 2009 V-Rod Muscle motorcycle.

The motorcycle manufacturer has teamed up with supermodel Marisa Miller, who is shown posing on the bike in the advertisement. The ad is interactive via SnapTell's technology, which provides access to exclusive content upon photographing the ad with a mobile phone camera.

"We are looking to reach out into the mobile marketing space, an area we haven't taken advantage of in the past," said Randy Sprenger, manager of electronic advertising and direct promotions, at Harley-Davidson, Milwaukee, WI.

"This is a great opportunity to work with Harley enthusiasts and those new to the brand and give them immediate gratification while at the same time continuing the conversation with us," he said.

The new V-Rod Muscle features a powerfully sculpted new physique that exudes a contemporary and urban sense of style.

The Muscle's long, low profile and super wide rear tire are inspired by the drag strip, while the free-revving performance of the liquid-cooled Revolution V-Twin engine co-developed with Porsche give it an unmatched combination of power and sophistication.

"The strategy behind this campaign is to build awareness of the new bike and to also build brand awareness as well," said Adam Schneider, vice president of sales at SnapTell, New York.

When consumers snap and send the ad they get an mms message back with various wallpapers for their mobile phone.

The wallpapers all shows Marisa Miller posing on the bike.

"I think the ad is meant to appeal to men," Mr. Schneider said.

Marisa Miller is best known for gracing the cover of many prominent publications, but she also represents the return of the great American Supermodel. She grew up around motorcycles in California and has a strong appreciation for Harley-Davidson.

"To represent such an iconic American brand is incredible," said Marisa Miller in a statement to the press. "I have grown up watching my dad and uncle ride Harleys. It's amazing to circle back at this point in my career and work with a brand I have so much respect for."

Like the bike itself, Harley-Davidson chose a distinctly non-traditional marketing campaign for the V-Rod Muscle.

The campaign starts running Oct. 13.

The ad will appear in lifestyle magazines such as "GQ," "Esquire," "Complex," "Road & Track" and "Trader."

The campaign was pre-launched on Oct. 6 on Harley-Davidson's official YouTube channel, with a "making of" video that takes viewers behind the scenes at the Marisa Miller V-Rod Muscle photo shoot (http://www.youtube.com/harleydavidson).

Motorcycle bloggers and Harley-Davidson fans and friends on Facebook and MySpace were exclusively tipped off to the campaign. The video will also be available on www.h-d.com/muscle which launches Oct.13.

"What we are doing here is taking a medium that historically has not been interactive and we are making it just that," Mr. Schneider said. "We are also allowing print advertisers to be able to track their ads for the first time.

"What better way to brand then extending your brand onto the most personal device," he said "We are giving print advertisers the opportunity to start a conversation."