Wrangler has created a personalized map of the roads and paths you walk with the help of the new mobile application, Wrangler Mileage, developed by TBWA’s Digital Arts Network Hong Kong.

The new iOS app that builds an interactive infographics of a user’s life journey is designed to motivate smartphone owners to re-discover the world just the way it should be. The idea is to encourage people to explore the areas around not by reading tons of reviews in social media networks, but by embarking on a real journey that rediscovers their instinctive side.

Once activated, the Wrangler Mileage app runs on the background and silently tracks the user’s movements. It records all the terrains and experiences, which are available for the review any time the user wants it. The app uses a beehive grid-style for the «octagons» areas, which can be explored and “unlocked” on the map.

Each of the terrains has its own color—green for forest, red for desert, blue for water, yellow for urban and brown for other. The dominating color on the map shows which areas the user likes best.  The app is also calculating the distance covered, weather conditions, altitude, time, and new grids versus old. Users also get badges for their activities, as the app recognizes the new experiences by combining a number of different variables. It collects mileage even when the iPhone has no access to the web, syncing the data when the internet connection is available.

“With the rise of social media, there are less chances to discover something for yourself, Wrangler Mileage uses technology in a way that encourages us to discover the world and make decisions based on our own instincts, as well as recognising and rewarding you the more you explore. Try going for a walk between 8pm and 3am during a full moon and see what happens!” commented Luke Eid, Head of TBWA’s Digital Arts Network Hong Kong.

The motto of the new activation, Find Your Edge, was used in the promotion of the brand’s SS12, FW12 and SS13 collections.