Background: The short film ‘Real Urban Legend comes true’ featuring Wrangler products was seeded online. The video was uploaded and distributed across popular video sharing and viral websites. Blogger outreach was conducted over a period of one week encouraging bloggers and web editors to embed the video content and share through social media.
Objective: The objective of seeding was to achieve coverage and embedding of the video on fashion, news, entertainment, marketing, social bookmarking, viral and web culture websites.
Results: Over 58 pieces of coverage, 167k views of the video content and tweets reaching 296k followers.