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"Wrangler Mileage"


Re-igniting your open road spirit

"Wrangler Mileage"

Wrangler has launched a new mobile brand platform to reignite your instinctive nature for adventure and discovery. 

Created by TBWA\Digital Arts Network Hong Kong, Wrangler Mileage is a mobile app that once installed on your mobile device, runs silently in your back pocket and creates your own personal map of the world that can be uncovered as you journey through life.

“Wrangler Asia Pacific has a unique positioning of “Companion for the Open Road”. We believe life should be lived instinctually and that new experiences and adventure are part of what makes life great. That’s why we have developed an app to reignite this interest and encourage users to physically get out there and onto the open road,” says Vincy Ho, Marketing Director of Wrangler. 
Luke Eid, Head of TBWA\Digital Arts Network Hong Kong adds, “With the rise of social media, there are less chances to discover something for yourself. Wrangler Mileage uses technology in a way that encourages us to discover the world and make decisions based on our own instincts, as well as recognising and rewarding you the more you explore. Try going for a walk between 8pm and 3am during a full moon and see what happens!”

The map is divided into millions of grids that can be unlocked. Each time a grid is unlocked an array of variables are tracked such as location, weather, time, land formations, lunar phase, altitude and many more. This data is combined through a unique algorithm that creates your own interactive infographic and total mileage number, which becomes your personal measurement of your life journey.

Rewards can be unlocked for special combinations of experiences ranging from those for the novice traveller right up to the experienced Wrangler. 
The app is available on App Store for iOS users. To find out more about Wrangler Mileage, go to: 

Campaign Name: Wrangler Mileage
Creative Agency: TBWA\Digital Arts Network Hong Kong
Client: Wrangler Asia
Managing Director: Joanne Lao
Head of Digital Arts Network: Luke Eid
Creative Director:  Lincoln Damen
Senior Digital Art Director: Joe Choi
Digital Art Director: Mike Choy
Account Director: Ida Mak
Senior Account Manager: Christina Suen
Senior Copywriter: Fung Chan
Digital Executive Producer: Anne Chan
Head of Creative Technology: Victor Norgren
Head of Planning: Terence Ling

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TBWA Worldwide, Thu, 09 May 2013 04:07:53 GMT