Bell Helmets has called upon renowned tattoo artist Corey Miller for its “Go Rogue” campaign marketing the company’s new Rogue helmet. The campaign involves a contest with a grand prize of a trip to the Sturgis Motorcycle Rally and the right to be tattooed by Miller.
Miller has been tattooing motorcyclists, underground outlaws, gangsters and music industry elite, among other clients, for decades. He’s known for his five-year stint on the TLC series “L.A. Ink.” Bell chose to work with Miller because of his tattooing skills and because he has been riding motorcycles since he was a child.
“I think most would agree that motorcycles and tattoos have always gone hand-in-hand, and I was thrilled when Bell approached me to get involved with them and the new Rogue helmet,” Miller said. “I can remember tattooing some local bikers in a beat-up apartment for my first motorcycle — a chopped ‘57 rigid frame with a ’73 shovelhead. I ran a Bell Moto 3 for years, back in the day.”
Miller will appear in Bell’s Rogue print and digital campaigns. The company also produced a video featuring a day in the life of Miller, which shows him working at his tattoo shop Six Feet Under, riding motorcycles and playing drums with his band Powerflex 5. Bell also plans a limited edition “artist series” line of Rogue helmets designed by Miller.
“Rogue is a helmet that defies convention from a design and functionality standpoint, but stylistically, its look is extremely raw and provocative, and we wanted to feed that provocative nature with a campaign that was equally raw and authentic,” said Casey Potter, creative director for Bell Powersports. “There’s an undeniable crossover relationship between the tattoo and motorcycle cultures, and there aren’t many personalities that possess the same cross-over appeal with authenticity and credibility as Corey Miller.”
The campaign culminates in a national consumer promotion, which will award a grand prize of a trip to the 2013 Sturgis rally, along with the right to be tattooed by Miller. To enter, participants visit Bell’s Facebook page between now and May 7 and explain the story behind the tattoo they want from Miller. Weekly prizes of Rogue helmets and Bell apparel will also be given away during the seven-week contest, with the grand prize winner being chosen from the total pool of entrants in May.
To learn more about the Rogue helmet, pick up the March 18 issue of Powersports Business.