Wrangler, a brand recognized the world over for their jeans and western apparel, has always been a symbol of cowboys and the wild west. However, in a world where the west isn’t so wild anymore and cowboys are doing more texting than rope-whirling, Wrangler realized they were in need of a new set of strategies that appeal to a large tech-savvy generation of Millennials who viewed the brand as outdated.
We wanted Wrangler to catch people off guard with a custom sign that acts as an ode to cowboys and the beloved western tradition of the rodeo.
Appeal to a new generation of cowboys and cowgirls by bringing the brand into the 21st century, without losing sight of the brand’s target audience and rugged, western charms.
To give Wrangler the push it needed into modernity, we went out to the entertainment capital of the world: Las Vegas, Nevada. We designed, built, and deployed a custom Wrangler sign during the National Finals Rodeo, in the middle of the official hotel sponsor, the MGM Grand. Working with the team at the MGM Grand, we were able to secure the spot with the highest possible exposure – right at the entrance, next to the hotel valet area.
But this wasn’t just any sign – it was a 10 foot, life-sized bull sign that snorted and blew smoke! Fans took pictures with the sign, marveled at the smoke billowing from it’s nose, and could tweet the rodeo-related hashtag on the sign. Tweets with the hashtag were then posted to a live screen at the MGM.
During the activation, the NFR broke 30 year attendance records. Over 177,000 people attended the rodeo over 10 days, garnering countless impressions for the sign.