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Pushing creativity and innovation to the limit, Wrangler has launched a new Flash-based website for its spring 10 premium Blue Bell range.

Linking from the main Wrangler European site to the Blue Bell collection, users are greeted by a clip of model Tony Ward zipping up his Wrangler jacket. Users are then given instructions to “open zipper to start”. By dragging the mouse down over the zip of the jacket, Ward’s jacket is undone and his torso revealed.

In the pages that follow, users can drag images to get the model to perform a series of actions, from removing his shirt to falling off a chair.

Working with production company Kokokaka, Wrangler has delivered an effective viral campaign that encourages genuine interaction.

Users can also download each frame to Facebook and Twitter.

By using online as the base of this campaign and integrating with social networking tools, Wrangler shows how marketing can work in an online form.

While the site is not currently transactional, Wrangler is planning to launch transactional sites and it will be interesting to see whether this creativity continues in its sales environment.

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