While Oscar Mayer is a brand people know and love, many still think of it as a kiddie brand that’s stuck in the past, rather than an innovative brand that’s driving the future.
To shift perception we needed to change how people thought of the heart and soul of the brand – the Wienermobile. Even though it’s criss-crossed the country, there are still some places this 27-foot hot dog just can’t go. On top of that, it doesn’t actually deliver hot dogs. Therefore, our strategy was to go where no Wienermobile has gone before to deliver hot dogs.
On National Hot Dog Day, we unveiled the newest addition to the Wienermobile fleet – the Wiener Rover – on the Today Show and across Oscar Mayer’s YouTube, Facebook, Instagram and Twitter channels. Then we toured around New York City delivering hot dogs to New Yorkers who tweeted us with the hashtag #WienerRover. Due to the overwhelming response from fans (and Al Roker), we created a Mini Wiener Rover for the everyday household and sold it on Twitter for a limited time during the holiday season.