Let's talk Harleys, the manliest of motorcycles and toughest in transportation (outside of monster trucks, perhaps.)
The world of consumerism is all about how you market your stuff, and Harley Davidson is all about being tough, rebellious, and carefree. They know who their audience is, what their attitude is, and what sorts of products and services their audience would want. As long as you stick with what you know and what they'd want, you can build a strong brand and a strong bond of loyalty from your customers.
The Posse Ride ads to this rebel experience that Harley is trying to sell. By arranging group rides for Harley owners, they almost recreate the experience of being in a biker gang. Nothing but the riders, their bikes, and the open road. This in turn lets Harley owners meet others who share the taste for a biker's lifestyle.
The structure of the Posse Ride simply lays out a course with checkpoints. The only thing the bikers need to do is have their 'passport' stamped and they're good to go to the next checkpoint. Other than that, the bikers have freedom with the road and their fellow riders, and to have Harley Davidson do any more than that would go against the rebellious and carefree image that they try to sell. It would hurt their reputation a bit, so less really is more in this case.
Other events Harley could organize could be something like a car show, but for motorcycles. Harley owners could come show off their bikes and how they've cared for them, and win prizes in different categories. Even a small race wouldn't even be far from their initial mark. Just as long as the rules are few, the average Harley owner will be happy.
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