Every year, the Wrangler Western brand challenges French/West/Vaughan to come up with an innovative program to leverage the brand’s title sponsorship of the Wrangler National Finals Rodeo (Wrangler NFR). This year, recognizing the need to grow the Wrangler brand’s presence online, FWV proposed a strategic digital marketing campaign to build momentum leading up to the Wrangler NFR, increase online brand exposure surrounding the event, and convincingly demonstrate the potential of social media. The “Wrangler Race to the Rodeo” promotion was born, launching Wrangler Western into the social media scene. FWV identified key objectives for the brand in social media, including:
- create an environment to engage and interact with fans
- grant exclusive, behind the scenes access to brand endorsees, events and news
- position Wrangler as the authority on rodeo and the western lifestyle online
The social networking site Facebook was the ideal outlet for this campaign. FWV created a Wrangler Western fan page that acted as the launch pad for an enticing consumer sweepstakes, and an online hub of activity surrounding the event. FWV concepted the “Wrangler Race to the Rodeo” sweepstakes to be executed Nov. 14, 2009 through Dec. 6, 2009, offering one grand prize winner a trip for two to the final performance of the 2009 Wrangler NFR in Las Vegas.
By strategically designing a sweepstakes focused on known consumer interests and access to a sought-after event, FWV increased the Wrangler Western Facebook fan base from nearly non-existent at 84 fans to 26,103 fans in less than one month at the rate of 1 fan every 90 seconds. The online promotion was a huge success!
Now the promotion is behind us and the rodeo excitement is cooled, FWV is faced with a new challenge: keep fans engaged and interacting. To continue the momentum, strategic, compelling communication takes the form of status updates including videos, photos and endorsee commentary tied into brand messaging. For example, one status update leveraged the brand’s relationship with George Strait and received more than 400 interactions from fans in the form of comments and likes with more than 58,000 impressions.
Months after the initial “Wrangler Race to the Rodeo” sweepstakes propelled the Wrangler Western brand into social media, the Facebook page continues to grow acquiring new – and very active – fans every day. Fan Wrangler Western on Facebook to see what FWV is doing to keep consumers engaged.
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