Organization: Wrangler (Greensboro, North Carolina)
Agency: French|West|Vaughan (Raleigh, North Carolina)
Duration: July 11-23
Wrangler, in partnership with longtime PR and social media agency French|West|Vaughan, launched Wrangler Advanced Comfort Jeans by taking over the town of Comfort, Texas.
"We engaged an entire community to celebrate the launch. This was a unique opportunity and a new strategy for Wrangler. The town represents everything Wrangler stands for – hard work, integrity, and
the ability to enjoy the small comforts of life," says Craig Errington, the brand’s VP of marketing communications.
Three short YouTube videos were produced; the first posted July 11 after the town-takeover announcement was distributed nationally via social media and traditional PR channels.
New Orleans Saints QB Drew Brees was named mayor for the day, and the town was renamed Advanced Comfort, Texas. Wrangler helped the town #GetMoreComfortable by bringing in 5,000 pairs of the new jeans for the 2,500 participants.
It also replaced the seat backs at the high school stadium, designated the Comfort Zone, and donated $10,000 to the Comfort Chamber of Commerce. Town residents tested out the jeans in football drills coached by Brees.
Coverage appeared in 240 media outlets, including USA Today, ESPN, The Weather Channel, and Fox Sports Radio. The video series on YouTube received 13,000 views leading up to launch day. Campaign-driven media impressions totaled more than 440 million as of press time.
"Wrangler gained great momentum through this launch event, and that will increase even more as we move into third and fourth quarter," says Errington. "We’re looking ahead at how we can continue to build buzz leveraging grassroots efforts combined with traditional PR, and social and paid media into next year."
Consumers can nominate their own town to be next at AdvanceYourTown.com.
This story was updated on September 4 to correct the number of media impressions.