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Lil Nas X

 

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”.

 

 
 
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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:

 
 
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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 25k people used the technology. We saw a 50% increase in e-commerce traffic, and many limited edition pieces that we designed were sold out. Twice. 310 Media placements a PR value of $60M. Particularly notable is the increased percentage of customers that were first time wrangler.com buyers – almost 90% vs. their historical average of 60%.

 
 
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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.

 
 
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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.

 
 
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Created with talented people at Mother New York & Mother Design
Creative: Alex Maleski
Designers: Matt van Leeuwen & George Lavender
CD: Karla Mileski
Strategy: Shyam Mervana & Thomas Henry
CCO: Corinna Falusi