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.

Nike going mobile

With their own WAP site, Nike also joined the band wagon of brands targeting the youth. Following the footsteps of Lee, Nike comes out with their own wap site which is more of a tactical incentive till the world cup. Since their new ad is making waves on TV the users are now able to view the same commercial on the handsets. The full 120 second TVC can be now downloaded to you mobile. Just SMS NIKE to 7007.

Apart form the TVC the user get wallpapers showcasing their new Team India T shirts, Themes and the tune from the commercial. The ring tone of the commercial comes in both Polly and mono tone. The only problem is that the TVC take some time to download (Which completely depends on your GPRS connection). Second is the tunes does not sound that great as it does in the TVC, since they have to be compressed and doing so looses quality.

Even though WAP just being an extension of the Web and the content being noting out of the box. There seem to be a huge demand for mobile application downloads. Nike received around 140000 downloads in just one month. To make the numbers happen no advertising was done on traditional media. Ads were placed on Youtube and other networking sites giving instructions on how to go to the WAP site for cool free downloads.

The WAP site has helped brands in reaching the youth and it seems that India has reached a critical mass on this medium, however we are still far away from Japan, UK and the US where 3G has taken over the mobile space.

Nike and the agency have done a great job promoting the game (Cricket) on all mediums possible, it too bad that our players can’t do the same in keeping the expectations of a billion people. With India out of the world cup there may be chances that we may not see lots of action from this brand for some time.