For 10 days in December the Wrangler National Finals Rodeo (WNFR) transforms the look and feel of Las Vegas in a spectacular way. Each year, thousands of rodeo enthusiasts decked out in Wrangler jeans, cowboy boots and oversized hats stroll up and down the Vegas strip, and fill Las Vegas hotel lobbies, casinos, showrooms and restaurants. Let’s face it, Las Vegas is known for doing everything big. The WNFR is no exception. From the minute you arrive in Sin City, you’ll find action and entertainment everywhere you look. The strip is full of the rodeo spirit as hotel marquees are splashed with the names of the brightest stars in country music and casinos try to out-do each other with entertainment and specials.

During WNFR, The Mirage celebrates the competition with drink specials, complimentary WNFR live viewing. live entertainment nightly, appearances by the cowboys and cowgirls who make up Team Mirage and more. We were tasked with creating a new and effective campaign that conveys the Rodeo Vegas party experience at The Mirage and positions the property as the place to be for WNFR.

WNFR Lives Here

This is where real cowboys kick back, chow down and hang their hats at night. From dusk ‘til dawn, from saddle to spotlight, this is where rodeo culture meets imagination. Where the entertainment is always live and where the party never ends. We’re always along for the ride because this is The Mirage Rodeo Vegas, where the WNFR lives.


The challenge was to develop a small series of quick and fun social media videos to promote Rodeo Vegas at The Mirage. By leveraged actual Team Mirage Cowboys, who have a strong following of WNFR fans and supporters, we were able to tap into that existing audience and generate increased awareness for the events.