Viral marketing Wrangler Truly Clean Jeans Campaign

Arvind Mills owned Wrangler brand underwent a rebranding exercise using new age media and viral marketing concepts.Wrangler had decided to shed its rustic image to take on a chic urban look and since its target audience is slick city youth besides traditional marketing it also adopted several below-the-line strategies and ‘new’ technologies such as mobile phone communication, online media and mall marketing. The ‘Truly Clean Jeans’ theme campaign saw Wrangler adopt a 360-degree campaign using new media – through applications such as WAP, Bluetooth and the Internet, apart from mall marketing.
Wrangler also exploited the power of new media. At the Phoenix mall in Mumbai, Wrangler set up a Bluetooth zone and anyone walking within a 25-metre radius of that would receive Bluetooth messages on their handsets and could receive ringtones, wallpapers and m-coupons.A micro-site ‘ www.wrangler-trulyclean.com ’ was created with features such as online games and downloads such as wallpapers and posters. (Several youth brands have started looking at the ‘microsite’ seriously. A microsite is a Web site put up for a short period - usually coinciding with any promotion or event. For example, when ITC Foods forayed into the snacks category it ran a microsite called bingeonbingo.com with games and promotions.)
Wrangler also promoted the Truly Clean campaign through print, and on Web sites such as IndiWo, Rediff, MSN, Yahoo and MSN Messenger, RediffBol, and on the Mauj.com WAP portal. (WAP sites are sites that can be viewed using wireless application protocol. This protocol allows users to download content onto mobile phones with GPRS connectivity.) The response to these initiatives has been terrific, Wrangler says .On an average, Wrangler claims that the microsite received over 2,000 page views per day and the WAP site saw 1.35 lakh downloads in just a month. For complete story visit HBL