THE GOOD. THE BAD. THE UNCOMFORTABLE.
Twisted X surprised the western industry with the launch of three groundbreaking western shorts starring sponsored rodeo athletes, Shad “Money” Mayfield and Shelby Boisjoli. For the first time ever, western audiences witnessed scripted content from two world champion athletes. During the day, Shad and Shelby debuted their acting chops while the westerns aired on the Cowboy Channel media circuit and at night, Shad and Shelby were seen competing in the 2022 National Finals Rodeo championship, known popularly as the “Super Bowl of Rodeo” and the biggest event in the western industry.
As social feeds were transformed back in time to the late 19th century, social followers got a behind-the-scenes glimpse of the rodeo athletes and the creation story of the westerns. During the NFR, Cowboy Channel viewers got a first-row seat to a Twisted X press conference where Shad and Shelby talked about their experience and how the series came to be.
NFR retailers were given movie posters, autograph sheets, and life-sized banners as point of purchase materials highlighting the new ‘westerns’ campaign. Autograph signings allowed shoppers to meet the rodeo athletes turned actors.