Social Media Campaign Review: Wrangler True Wanderers 2.0

Objective: 

The objective of the Wrangler True Wanderers 2.0 campaign is to highlight their range of water repellent denims and 7 icons jeans that are designed keeping in mind the comfort a biker needs when taking long road trips.

Execution:

Wrangler's True Wanderers campaign is in pursuit of its True Wanderers.

Adventurer's entries in the form of previous biking blogs and pictures were accepted on the True Wanderers website.

The entries were judged by an online poll and validated by a panel of biking experts and 10 lucky riders have been offered an all expense paid 7 day ride by Wrangler.

The 10 riders are styled by Myntra.com, the Style partner for True Wanderers 2.0, in Wrangler water repellent denims, 7 Icon jeans, tees and jackets which are designed keeping in mind the comfort a biker needs when taking long road trips.

Every biker has a live blog and live social feeds! They are on Twitter as well. You can read their tweets for the hashtag #TrueWanderer

Bikers share their experiences through photos, videos and blog about the day’s events and constantly upload their road trip experiences on the website.  

Based on the quality of content generated by each rider, votes received and blogs validated by a panel of biking experts, a winner will be selected and gifted a Harley-Davidson Iron 883 and will feature in a Wrangler advertorial.

Bikers will be awarded the title of a Wrangler True Wanderer 2.0. And the top 10 riders will win mobiles by Nokia.

In addition, all 10 riders will be using the newly launched check-in app by Hoppr, the check-in partner - a mobile device-agnostic location based service for True Wanderers.

Positives:

The True Wanderers campaign is effectively using offline activities to drive online engagement.  Their offline and online activities have a significant impact on each other.

Ten live blogs and live social feeds are doing a great job of maximizing the reach of the campaign! They are beautifully written and well documented to keep any bike enthusiast interested.

Conjointly, Wrangler's product range is also subtly drawing attention.

Scope of improvement: 

The riders in the this campaign are not exactly influencers, which is what MTV did with its Drive with MTV campaign. So this might limit the reach of the campaign. But it's also good in the sense that the selection of the final 10 riders was unbiased and that they choose common folks.

Also, use of videos could have been so much better. The riders are exploring amazing place and videos can definitely be an interesting content angle for Wrangler.

Conclusion:

A good integration of online-offline promotional campaign that is also interesting to its target audience. Just needs a little bit of brush up.