Lil Nas X blazed to the top of the music charts with his debut hit “Old Town Road” and lucky for us the controversial, country-rapper gave us a shout in the song…
“Cowboy hat from Gucci, Wrangler on my booty”.
So, to help release the “Old Town Road” music video featuring Billy Ray Cyrus, Chris Rock, and Vince Staples, we created a digital experience.
Using your mobile device’s camera, the microsite is able to scan and detect the logo on a pair of Wrangler jeans unlocking exclusive behind the scenes content and a limited edition LNX fashion collection.
Here’s how it worked:
Also, influencers received custom packages with Wrangler jeans inside so that they could demonstrate the booty experience and expose the collection to the rest of the world.
In the first few days, over 25,000 people used the technology and many limited edition pieces that we designed were sold out. Twice.
But perhaps the biggest marker success was the massive shift in brand perception. Suddenly, a traditional, western brand was being celebrated and defended by an entirely new consumer base. Tech, news, business, fashion and cultural publications covered the various dimensions of the campaign. And the haters didn’t stand a chance.
It’s worth noting that in just under four weeks we had concept, buy-off, tech development, collection design, production and final release all with in a super tight budget.