Video: Aprilia Marketing Tries to Go Viral

04/16/2010 @ 6:03 am, by Jensen Beeler8 COMMENTS

Next up on our diatribe of motorcycle marketing gone bad, we have Italian manufacturer Aprilia Motorcycles. In an attempt to latch onto this whole “internet” thing they’ve been hearing people talk about outside of the office, the Piaggio Group member has discovered the FaceTubeSpace’s of the .com revolution as a great marketing medium. Hoping for just one killer hit on the interwebs, we have the following video, aptly titled “Aprilia Dorsoduro 750 Factory viral”, which clearly shows the intent behind its production.

Aprilia, here’s a free tip: viral videos historic never include the word “viral” in the title. The video isn’t a bad concept at all (does everyone get the part about how riding the Dorsoduro Factory is like a roller-coaster?), and we love the 2010 Aprilia Dorsoduro Factory as a bike, but with low production budgeting, and 300 views as of this writing, we’re thinking this advertisement isn’t quite living up to its hype. Check the video out after the jump (and be sure to send it to all your friends).

Just incase our loyal A&R readers think we are being too snarky, or someone at Aprilia sees/gets sent this article (you’d be surprised how often that happens), here’s what a good demand generation marketing campaign looks like. Compare and contrast.

Source: Aprilia/YouTube via

  • Don’t you just love the fact that you don’t realize it’s a motorcycle commercial to the very end? By the way those Yamaha video are hilarious.

  • Doctor Jelly

    Maybe they should hire the ‘Head On’ guys to help them make a commercial…

  • Aprilia makes a fantastic machine! Marketing is a tricky business, the Italian manufacturer should stick to more motorcycle and less rollercoaster. I would’ve preferred to have been taking out a twisty back stretch and giving the impression I was on a rollercoaster rather than actually being on one.

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  • RSVDan

    I really don’t think it’s all that bad! I’m actually of the mind that the same old slow motion shots of a bike at full lean with heavy metal in the background is a little played out.

  • Ape Factory

    Aprilia USA is full of a bunch of corporate hacks with the soul of a turnip. Hell, half of them aren’t even motorcycle people. Just one more rung on the ladder. They basically don’t have a clue and even manage to hire PR firms with no motorcycle industry experience or knowledge. It doesn’t surprise me in the least that they don’t have a clue how to use social media.

  • 1198freak

    They should have hired the same company that produced Yamaha’s videos, but at least Yamaha had Spies, Edwards, Rossi, and Lorenzo to work with. Even if Aprillia had used Biaggi in the videos, they still wouldn’t have had what the Yamaha videos have.