Wrangler jeans aren’t just clothing--they’re the key to a whole new world of content. The denim brand tapped Mother New York to create this inventive push around its new limited-edition line, the Wrangler Lil Nas X Collection, which debuted to coincide with the release of the music video of the rapper’s popular country-rap hybrid hit, “Old Town Road.”

The Wrangler brand features in the song’s lyrics: "My life is a movie/Bull ridin' and boobies/Cowboy hat from Gucci/Wrangler on my booty,” Lil Nas X sings. 

The “booty” in that line serves as the jumping point of the digital campaign. It asks customers to scan their Wrangler-adorned behinds to access exclusive behind-the-scenes content around the film  (the video has already garnered nearly 50 million views since its debut last Friday).

It’s a fun (silly) digital idea that puts the product at the forefront, but the tie-up between Wrangler and Lil Nas X has been angering devotees of the brand and country music. Many Wrangler patrons are country music fans, but they see “Old Town Road” as a mockery of the genre.  But unlike one fashion brand that recently angered consumers, Wrangler isn’t backing down.

According to XXL, Wrangler thanked one consumer for their complaint, adding, “Wrangler Lil Nas X collection is a limited edition collection created to celebrate this era of music, culture and style.”