Dive Temporary:
- Oscar Mayer will pit all six of its Wienermobiles towards each other in a race on Could 23 on the Indianapolis Motor Speedway prematurely of the Indianapolis 500, per particulars shared with Advertising and marketing Dive.
- The Wienie 500 will likely be streamed reside on the Fox Sports activities App and throughout @IndyCarOnFox social accounts. A partnership with DraftKings will allow followers to enter a pool to win $10,000 by predicting the race’s final result and answering associated questions.
- The race kicks off a brand new marketing campaign, “Summer time of Wieners,” with extra components to come back this summer time. The stunt appears to tie the Kraft Heinz model to a sporting occasion that helps mark the beginning of summer time.
Dive Perception:
The Wienie 500 will happen two days earlier than the Indianapolis 500, a race the place followers eat practically 30,000 sizzling canine, per press supplies, and is meant to mark the official kick-off of summer time. The partnership speaks to rising significance of promoting round reside sports activities, together with motor sports activities, as a option to have interaction with ad-wary shoppers.
“As a model recognized for sparking smiles in disarmingly pleasant methods, it’s solely becoming that we convey a race of epic proportions to the Speedway and have a good time a timeless custom: scrumptious meats and a little bit pleasant competitors to kick off a summer time of wieners,” stated Kelsey Rice, model communications director at Oscar Mayer, in an announcement.
The occasion additionally represents the primary time all six of the model’s hot-dog-shaped autos will likely be in the identical place on the similar time in over a decade and would be the first aggressive race for the fleet. Every of the six autos will likely be adorned to signify a distinct regional space of the nation, together with Chi Canine (Midwest), New York Canine (East), Sonoran Canine (Southwest), Slaw Canine (Southeast), Chili Canine (South) and Seattle Canine (Northwest). The drivers (a.ok.a. “hotdoggers”) can even be geared up with customized racing fits and the winner will likely be handled to a trophy ceremony within the “Wiener’s Circle” full with a twig of mustard as an alternative of champagne.
The Wienie 500 is a part of a partnership between Oscar Mayer and Indianapolis Motor Speedway that names the model the official sizzling canine” of each the speedway and the Indianapolis 500. The trouble is a partnership led by Johannes Leonardo, with content material and social by The Kitchen, paid media by Carat and public relations by Zeno.
The race is the most recent in a string of promotional stunts from the corporate involving its iconic automobile. Previous activations have included turning the hot-dog-and-bun-shaped automobile into an ersatz marriage ceremony chapel, briefly rebranding it because the “Frankmobile” to advertise a line of all-beef frankfurters and utilizing the autos as cellular billboards to attract consideration to gender disparity in Hollywood throughout the Oscars.
Dad or mum firm Kraft Heinz has put Oscar Mayer on an inside platform that appears to stability efficiency and profitability. The model achieved a ten% improve in gross revenue {dollars} in 2024, CEO Carlos Abrams-Rivera stated on the Shopper Analyst Group of New York Convention in February.
