Wrangler wants you to upload a booty-shot to the internet. But please, keep your pants on.
Riding high in the saddle with its cheeky name-check in Lil Nas X's country/trap smash "Old Town Road," the clothing brand invites fans to visit WranglerOnMyBooty.com and snap a picture of their Wrangler-clad bums bearing the iconic leather pocket patch. Doing so unlocks exclusive behind-the-scenes footage from the song's star-studded mega-hit video, which dropped on Friday.
The patch, not the pants, triggers the 30-second experience. But if you cow-pokes wanna share denim butt-selfies via #WranglerOnMyBooty, the brand approves. Oh, and there's a Wrangler Lil Nas X collection for men and women, priced from $39 to $149, available at Wrangler.com/Booty.
Here's a demo of how the WrangerOnMyBooty experience works:
Devised by Mother New York and Columbia Records, the promo stems from the controversy over Billboard magazine's removal of "Old Town Road" from its weekly country-music rankings for not being country enough, or something.
"When it was taken off the country charts, we knew we had to reach out to Lil Nas X's team and create something to celebrate this song and this unique moment in culture," says Mother creative chief Corinna Falusi.
The publicity resulting from Billboard's plumb-loco move spurred the track even further along the winding trail of popular consciousness, with versions of "Old Town Road" (notably a take featuring Billy Ray Cyrus) topping charts worldwide. In fact, the song has spent six straight weeks at No. 1 on the Billboard Top 100 chart, which ranks hits across all genres.
"Wrangler has long-standing partnerships in country music, and we see this project as a chance to continue that tradition while also helping to broaden the definition" of the category for modern audiences, Falusi says. "We wanted to give fans of Lil Nas X and the community he's created something special and unique."
As for the other merch mentioned in the song, Gucci's cowboy hat just brims with tie-in possibilities. If the Italian luxury brand rides with Lil Nas, we'll give you a heads up.
Yippie yi yo kayah!