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Wrangler activates scannable denim in ‘Old Town Road’ tie-up

Scanning a pair of Wrangler jeans will now unlock exclusive behind-the-scenes footage from the hit single of the year, the hip-hop-country crossover “Old Town Road”, featuring Billy Ray Cyrus and rapper Lil Nas X.

The brand created a web app called WranglerOnMyBooty.com, which invites users to take a picture of the back pocket of their jeans to activate the experience. Doing so allows them to not only see the footage from the five-minute music video, but also the option to shop the exclusive capsule collection of the collab with Lil Nas X.

Fans are encouraged to share their Wrangler selfie on social media using the hashtag #WranglerOnMyBooty. That line comes from the lyrics “Cowboy hat from Gucci, Wrangler on my booty” in the song.

“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 of Wrangler North America. “We’re incredibly excited about the success of ‘Old Town Road’ and our partnership with Lil Nas X. It is another great example of the power music – and in our case, fashion – has to unite and inspire us all.”

The partnership and the mobile interactive function came after the single reached Number One in the United States for five weeks straight, gaining momentum on social media.

“The phenomenon surrounding the track has broken boundaries and allows for a brand like Wrangler to hone in on its Western DNA while tapping into current culture,” said Jennifer Frommer, SVP of brand partnerships at Columbia Records.

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Campaigns

Nars promotes new mascara with experiential pop-up

Nars Climax Mascara
Nars Climax mascara

Nars is launching a pop-up space in New York City to celebrate its new mascara, Climax, that takes guests through a peep show-inspired experience.

The pop-up, which is aptly named the “House of Climax”, consists of a series of rooms where visitors will be guided through sensorial moments, including live burlesque performances and interactive rooms. According to the brand, the House aims to represent a ‘world of mystique, intrigue and indulgence’.

While the new mascara will not be available for purchase at the venue, visitors will be gifted a sample on arrival. “This is less of a commercial endeavor and more about an opportunity to engage with our consumers in an environment outside of our stores and counters,”  Barbara Calcagni, president of Nars, told Glossy.

To further promote the event, the brand conducted multiple marketing activities, including hanging-up posters around the city and using the hashtag #NeverFakeIt.

Customers intereste in attending should either apply for a free ticket via a dedicated microsite or DM the brand on Instagram. According to Calcagni, the experience sold out within one week of ticket release, and the brand was expecting 2.000 people on the first night. 

Interactive pop-ups have long been a strategy deployed by fashion and beauty brands to engage with consumers. Recently, however, the concept of pop-ups not selling any product, but rather providing an experience, further emphasise shift in ROI for this kind of experience. Other recently examples include the Maybelline-sponsored room that opened at the new Color Factory in NYC, as well as the Converse One Star Hotel which opened in London earlier this year.

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more.