The jeans maker launched a mobile activation in partnership with the upcoming release of "Old Town Road," encouraging Wrangler wearers to "scan their booty" with their phones to unlock content

Wrangler, the jeans brand dedicated to work and downtime, is making the most of its callout in Billy Ray Cyrus and Lil Nas X's chart-topping hip-hop crossover hit, “Old Town Road.” Thanks to innovative digital tech, consumers can visit the website WranglerOnMyBooty.com on their phone and snap a photo of the back pocket of their Wrangler jeans to access behind-the-scenes content from the song's music video.

Created by creative company Mother New York, the mobile experience is timed to accompany a capsule collection release from Lil Nas X and Wrangler, another element of the collaboration. Certain pieces of the limited-edition range are available on Wrangler.com/Booty.

Although the the mobile activation doesn't involve augmented reality, it does serve to engage a mobile-first audience with entertainment content and drive consumers to the site where they can purchase capsule pieces directly. “As an iconic brand in fashion, we have shown up in music, film and popular culture for decades, but this is the first time our jeans are actually the key to unlocking a behind-the-scenes look at the making of a chart-topping hit,” said Jenni Broyles, VP/GM, Wrangler North America.

Wrangler


Lead image: Wrangler

Wrangler, the jeans brand dedicated to work and downtime, is making the most of its callout in Billy Ray Cyrus and Lil Nas X's chart-topping hip-hop crossover hit, “Old Town Road.” Thanks to innovative digital tech, consumers can visit the website WranglerOnMyBooty.com on their phone and snap a photo of the back pocket of their Wrangler jeans to access behind-the-scenes content from the song's music video.

Created by creative company Mother New York, the mobile experience is timed to accompany a capsule collection release from Lil Nas X and Wrangler, another element of the collaboration. Certain pieces of the limited-edition range are available on Wrangler.com/Booty.