Wrangler

Wrangler On My Booty

We proved to the world that Lil Nas X is “country enough” for one of the most iconic cowboy brands in America — and 26,000 people scanned their Wrangler booties in the first 48 hours.

The gatekeepers of country music didn’t welcome Lil Nas X and his viral country hit song “Old Town Road”, Country Music Billboard even removed him and the song from the charts, saying it wasn’t “country enough.” We disagreed. We controversially partnered Lil Nas X with Wrangler jeans, inviting this perceived outsider into authentic country culture. And then launched.

WranglerOnMyBooty.com, a mobile experience that invited owners of Wrangler jeans to scan their Wrangler booties to unlock exclusive content from the just-released “Old Town Road” music video. Over 26,000 people scanned their booties within the first 48 hours.

Wrangler On My Booty — Wrangler campaign image

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The Work