Wrangler’s Intergraded Media Approach
It was just a matter of time where we would see more and more apparel brands using the digital space to target their consumers. The latest entrant in this bandwagon is Wrangler. Even though the medium has been used before by other brands, the way wrangler used Online, Wap and Bluetooth is something commendable. Wrangler used Bluetooth technology to get footfall to their newly launched store the content that they pushed was a coupon which user could redeem if they bought some merchandise at the store and few wallpaper of their Bollywood brand ambassador. The complete number of downloads or coupons redeemed is not given however they did find on the first day itself people redeeming the coupons.
Apart from this, wrangler created a wap site with content like wallpapers, themes and a mobile ring tone. This was promoted using offline, online and mobile media. Since John Abraham being a very sort after celebrity, content with him in it did very well for the brand. In two weeks they have got 70000 + down load’s, across content, wallpapers and ring tones being the top most in that list. There was also an online component roped in giving the user more inform about the brand and since the web being a visual medium the brand could showcase their products along with a contest… winner takes home a customized chopper… how cool is that..
We took the liberty to insert analytics to our microsite to get the usual info on user behavior and to find out where they coming from. Surprisingly we got a lot of direct users coming in to the site which confirms to us that promoting online media through traditional media actually works. The wap and microsite was promoted in all offline media….. Hoardings, press and ground events, POP’s ….. You name it and we were there. This gave us 500+ registered users who took part in the contest in just 2 days. Check out the was site by loging on through your GPRS phones to wap.mauj.com/wrangler and also visit www.wrangler-trulyclean.com
At the moment its too early to say how this integrated approach of digital media along with traditional will do well for the brand, even thought there are case studies like sunilkgangofgirls.com who took the web as the main medium and promoted it extensively through TV. One can not deny or turn away from the fact that in India TV reaches to 60 % and at the moment is the medium to reach out to the masses. However an integrated approach using the digital medium like the wrangler campaign will also give TV and other traditional media a face lift.
