The National Fallen Firefighters Memorial to the 343 firefighters killed on September 11, 2001. (Photo/NFFF)

The September 11, 2001, terrorist attacks claimed the lives of 343 Fire Department of New York City (FDNY) firefighters. The incident marks the largest loss of life of any emergency response agency in history. The firefighters killed hailed from 75 firehouses across the city.

The 2022 Firehouse Custom Harley is designed and built as a “Tribute to America’s Heroes”.

One bike is guaranteed to be won by a current or former firefighter. The second bike can be won by any entrant, including firefighters.

Two $100,000 Grand Prize Packages Will Be Awarded

Each package includes the following:

$75,000 Custom Firehouse HD Street Glide built by Deadwood Custom Cycles
(see build sheet)

Deadwood custom motorcycle illustration

$10,000 Cash

We don't want you to lose your bike because you couldn't pay Uncle Sam, so we included some cash to help pay the taxes.

pile of $100 bills
Harley-Davidson logo

$2,000 HD gift card good at any
Harley-Davidson store

Go crazy and buy some apparel, boots, helmets and any other accessory that catches your eye.


$3,000 shipping

We’ll arrange and pay to ship your new custom Harley back home with a specialized motorcycle carrier.

Motorcycle Shippers 18 wheeler
Sturgis motorcycle rally image

$10,000 all-expense paid trip for two to the 2022 Sturgis Motorcycle Rally in Sturgis, S.D.

  • Trip includes: Roundtrip airfare from anywhere in the continental U.S.
  • Living accommodations for 5 days and 4 nights
  • Roundtrip airport transportation
  • Tickets to various concerts and private events throughout the rally

Marketing Details:

FirestationFirehouse Station Participation:

12” x 18” full color posters will be printed and displayed in thousands of fire stations in 50 markets.

This poster will have a QR code, which identifies it as a firehouse location. Firefighters simply scan the code, which will immediately bring up an entry form.

Only one entry per participant when entering via a firehouse poster. The entry form must be completed with all requested information.

One Grand Prize package is guaranteed to be awarded to a firefighter. A second package is open to all entrants.

Dealer Participation:

Participating Harley-Davidson dealerships can utilize the promotion for their own promotional efforts.

“Win A $100,000 Custom Harley Package”

24” x 36” posters will be provided for in-store display throughout the dealership, utilizing a poster stand or hung on a wall or in the windows. Posters will have a QR code, which identifies it as a H-D dealer location.

Entries made from a H-D dealer poster will also receive one entry. However, firefighters can visit a participating H-D dealership and when they scan the QR code, it will recognize that they are already entered and add 10 more entries to their account increasing their odds of winning 10X.

Firefighters and general public entries can also multiply their entries by returning to a dealership and scanning the QR code on a different day. The system will only allow additional scans on subsequent days.

Individuals can return as many times as they desire to scan the QR code and rack up hundreds of entries, thus greatly increasing their odds of winning.

This promotion is designed to drive traffic into the dealerships.

Roadhouse restaurantBiker Bar & Grill Locations:

Local bars/grills in each market will be participating with table tents, which will have a QR code to enter.

Each scan will generate one entry. If they visit a participating Harley dealership, they can scan that QR code and get 10 more.

Each time they visit a participating restaurant, they can scan the QR code and get another entry.

Social Media:

A six-figure social media campaign targeting current and former firefighters and demographically selected general public will be utilized over a seven month period.

Promotion Start Date and Duration:

The promotion will begin on December 1, 2021 and end on June 30th, 2022. Winners will be drawn on July 4, 2022.

All entries are free, no purchase required.

One Grand prize Package is reserved for firefighter entries only and one is available to the general public.

For more information on how your dealership can participate call 725-202-5177.