Wrangler Jeans

Wrangler Mileage

The idea behind the Wrangler Mileage app is that social media has robbed us of our ability to discover new things. Crowd-sourced reviews, recommendations and news streams mediate every experience, creating what Wrangler calls a “culture of disadventure.” The app encourages exploration by turning the map of a user’s surroundings into a grid that can be unlocked, piece by piece, when a new area is visited. Each time part of the grid is unlocked, data specific to the experience—the location, weather, time, land formations and altitude—are combined by a unique algorithm that generates a Wrangler Mileage number. By tracking a user’s travels over time, the app is able to recognise when an experience is new, and gives customised badges to reward adventurers for doing things they haven’t done before, like being out late on the night of a full moon or climbing high into a mountainous region.

Client / 

Wrangler

 

Role / 

Art Director

 

Agency / 

TBWA\

 

Year / 

2013