Brief:

• Wrangler jeans brand debuted a mobile scanning function that activates an experience based on "Old Town Road," the popular crossover country/hip-hop song by rapper Lil Nas X and Billy Ray Cyrus. When mobile users visit the WranglerOnMyBooty.com microsite, they're asked to scan the back pocket of their Wrangler jeans to unlock a behind-the-scenes look at the filming of the song's music video, according to a company announcement.
• The mobile capability was inspired by the song's lyric that says, "Cowboy hat from Gucci, Wrangler on my booty," and teases a new, limited-edition clothing collection tied to the release of the music video.
• Created by Mother New York, Wrangler's mobile campaign aimed to match the song's lighthearted tone and lets Wrangler hone in on its Western DNA while tapping into current culture, Jennifer Frommer, Columbia Records' SVP of brand partnerships, said in the announcement.

Insight:

Wrangler's mobile effort that urges smartphone users to take pictures of their back pockets is an intrepid way to build on the success of Lil Nas X's "Old Town Road." The song's rise shows the power of social media to catapult an obscure performer into the international spotlight. Although an original version of the song was released in December by an independent label on Soundcloud amid the "Yeehaw Agenda" meme, it gained viral popularity on social video app TikTok and went into wide release as labels bid to sign Lil Nas X.

While Wrangler's campaign doesn't use augmented reality (AR) technology to project images from the campaign on a mobile user's surroundings seen through a smartphone camera, it does encourage mobile interactivity with the brand to unlock exclusive content for fans. By linking to Wrangler's website, the effort also urges mobile users to check out the new capsule collection and place a direct order. The direct mobile ordering is in line with recent efforts by social media platforms to be become more shoppable as marketers attempt to reach and sell to millennials and Gen Zers.

Wrangler isn't the first brand targeting a younger generation of consumers seeking original experiences that they can snap with their smartphone camera and share on social media. Earlier in May, Coca-Cola announced its summer campaign would include scannable bottles that unlock exclusive content and prizes. By developing campaigns around scanning the products after purchase, Coca-Cola and Wrangler could boost awareness online, sales and loyalty among fans of the brands.