Latest news with #KelseyRice
Forbes
3 days ago
- Business
- Forbes
How Oscar Mayer Made Hot Dog History At Indianapolis Motor Speedway
If someone told you a group of marketing professionals sitting around brainstorming came up with a plan to race six 27-foot sausages on wheels around a racetrack during one of the most iconic weekends in American motorsports, you'd assume they were goofing off at Happy Hour with four empty pitchers on the table. You'd be wrong. That's exactly what happened—minus the pitchers—and this past Memorial Day weekend at Indianapolis Motor Speedway, one day before the Indianapolis 500, Oscar Mayer fired up its first-ever 'Wienie 500.' A fleet race of customized Wienermobiles that turned heads, hijacked social media, and quietly pulled off one of the sharpest brand activations of the year. Maybe ever. Yes. A hot dog race. On Carb Day. At the world's most famous racing venue. Because why the hell not? And while, from a distance, it might've looked like a joke, under the bun was a marketing plan grilled to perfection. This wasn't a throwaway gag—it was a calculated play to ignite brand love, hijack timelines, and hook a new generation of hot dog fans who didn't grow up on baloney jingles and Saturday afternoon sandwiches. 'This wasn't just a stunt,' said Kelsey Rice, brand director at Oscar Mayer. 'We have an iconic brand with a ton of equity, but we're also looking at how to connect with younger consumers—Gen Z and Millennials—who might not have that same connection.' In short, they took the joy of the Wienermobile and turned the dial to 11. There were six teams of 'hotdoggers' Oscar Mayer The results? Around 6 billion media impressions. 40 million social views. Over 16,000 direct mentions. It was the second-most talked-about hashtag on X (formerly Twitter) on race day—right behind the Indy 500 itself. That's not a stunt. That's ROI with a double squirt of mustard. Each Wienermobile was themed after a regional hot dog style—Chili Dog, New York Dog, Seattle Dog, Sonoran Dog, and more—with race suits and decals to match. And while top speed landed somewhere between 'parade float' and 'hoveround scooter,' the winner was still showered in mustard instead of Champagne on the podium like any self-respecting race car driver would be. Because branding. But the genius wasn't just the visuals—it was the feeling. This wasn't a one-day meme. It was joy, nostalgia, Americana, and absurdity all crammed into a fiberglass bun. It wasn't just viral. It was emotional. 'We knew we had something special when a million people tuned in to watch it live,' Rice said. 'But what really surprised us was how emotional people got. People were sharing memories, taking pictures, talking about what the brand meant to them. It felt like we brought back something that made Oscar Mayer really special.' And they did it on what marketers call a 'very minimal spend.' In the world of brand activations, this may have delivered more buns for the buck than anything this side of a Doritos Super Bowl ad. 'This is kind of like our Super Bowl,' said Rice. 'Summer is hot dog season, and we wanted to kick it off in a big way. We started brainstorming in January and landed on this idea of bringing our whole fleet to Indy for a first-ever race.' Pulling it off wasn't easy. The Wienermobiles aren't exactly spec cars. They're oversized rolling tributes to processed meat, and maneuvering six of them into the Speedway took more than a GPS and a prayer. 'They're 27 feet long,' Rice said. 'They're massive. Getting them into the Speedway, coordinating six vehicles, six teams, custom wraps, race suits... it was no small feat. The IndyCar team and IMS were incredible partners who helped us bring it to life.' The race was narrated by the same announcers who would call the Indy 500 the next day—except this time, they called the action entirely in hot dog puns. And no, those weren't scripted. 'What's so amazing is that's actually just the way we speak as a brand,' Rice said. 'If you were to meet a hot dogger outside of this event, that's just the personality, the tone of voice, the language of Oscar Meyer….we didn't, as a brand, spend a lot of time thinking about it for the announcers, all we gave them was basically a little 101, like 'here's how we talk at Oscar Mayer', and they took it and had so much fun. They ran with it.' Also unscripted? The race itself. 'It was legit,' Rice said. 'The teams practiced on the track the day before, just like the pros do. And it really came down to that photo finish. We weren't sure if it was going to be the Chicago Dog or the Slaw Dog.' Now comes the obvious question: could this kind of joy-fueled chaos work in NASCAR? 'The Speedway track is pretty similar to a standard NASCAR track,' Rice said. 'So I'm sure we could find a way to make the big dogs work. But there was something really electric about the energy at Indy. They've been amazing partners, and we'd love to do it again next year—hopefully even bigger.' That sound you hear? That's a dozen NASCAR PR teams frantically Googling 'Oscar Mayer partnerships.' At a time when brand engagement feels as authentic as the cheese in a gas station burrito, Oscar Mayer reminded us that joy is a currency. And sometimes, that currency comes shaped like a hot dog. The 'Wienie 500' might've looked like a gag. But it was business—strategic, measurable, and wildly successful. That's no small feat in a world drowning in content. And if nothing else, it reminded us of one simple truth: sometimes, the best way to win hearts, minds, and market share... is to race six giant hot dogs around the most sacred oval in motorsports. 'It was a really beautiful moment to bring that joy back,' Rice said. 'That's kind of what we feel like is our role as a brand—to just spark smiles and moments of happiness in people's lives. And this felt like a beautiful way to do that.'
Yahoo
23-05-2025
- Automotive
- Yahoo
Wiene 500: Slaw Dog, N.Y. Dog favored in six-Wienermobile field
May 23 (UPI) -- Racing fans won't need to wait until Sunday to relish the festivities of Indianapolis 500 weekend, as six Wienermobiles glide onto the track Friday for the first Wiene 500. Slaw Dog and New York Dog are favorites. The 27-foot-long, six-passenger fiberglass franks will start their engines at 2 p.m. EDT Friday at Indianapolis Motor Speedway. Coverage of the Oscar Mayer sponsored event will start at 1:45 p.m. the Fox Sports app. Advertisement Oddsmakers released the odds for the race this week, while DraftKings unveiled a free-to-play contest. Bovada listed New York Dog, the East representative, and Slaw Dog (Southeast) with matching +300 odds. Chili Dog (South) and Soronan Dog (Southwest) received +400 odds. Seattle Dog (Northwest) and Chi Dog (Midwest) are the underdogs with the wurst odds (+500), as oddsmakers aren't giving them much of a chance to ketchup to the field. Each of the vehicles -- driven by "Hotdoggers" -- weighs more than 14,000 pounds. They have a top speed of about 110 mph. Friday's trophy presentation will be held in the "Wiener's Circle," and include a condiment spray. Advertisement "The Indy 500 marks the unofficial kickoff of summer and the start of hot dog season," Oscar Mayer brand communications director Kelsey Rice said in a news release. "As a brand known for sparking smiles in disarmingly delightful ways, it's only fitting that we bring a race of epic proportions to the speedway and celebrate a timeless tradition: delicious meats and a little friendly competition to kick off a summer of wieners." Additional coverage of Friday's Wiene 500 will provided on IndyCaronFox social media accounts.
UPI
23-05-2025
- Automotive
- UPI
Wiene 500: Slaw Dog, N.Y. Dog favored in six-Wienermobile field
May 23 (UPI) -- Racing fans won't need to wait until Sunday to relish the festivities of Indianapolis 500 weekend, as six Wienermobiles glide onto the track Friday for the first Wiene 500. Slaw Dog and New York Dog are favorites. The 27-foot-long, six-passenger fiberglass franks will start their engines at 2 p.m. EDT Friday at Indianapolis Motor Speedway. Coverage of the Oscar Mayer sponsored event will start at 1:45 p.m. the Fox Sports app. Oddsmakers released the odds for the race this week, while DraftKings unveiled a free-to-play contest. Bovada listed New York Dog, the East representative, and Slaw Dog (Southeast) with matching +300 odds. Chili Dog (South) and Soronan Dog (Southwest) received +400 odds. Seattle Dog (Northwest) and Chi Dog (Midwest) are the underdogs with the wurst odds (+500), as oddsmakers aren't giving them much of a chance to ketchup to the field. Each of the vehicles -- driven by "Hotdoggers" -- weighs more than 14,000 pounds. They have a top speed of about 110 mph. Friday's trophy presentation will be held in the "Wiener's Circle," and include a condiment spray. "The Indy 500 marks the unofficial kickoff of summer and the start of hot dog season," Oscar Mayer brand communications director Kelsey Rice said in a news release. "As a brand known for sparking smiles in disarmingly delightful ways, it's only fitting that we bring a race of epic proportions to the speedway and celebrate a timeless tradition: delicious meats and a little friendly competition to kick off a summer of wieners." Additional coverage of Friday's Wiene 500 will provided on IndyCaronFox social media accounts.
Fox Sports
23-05-2025
- Automotive
- Fox Sports
Everything to know about the first-ever Wienie 500 on Indy 500 Carb Day
The day is finally here. On Friday afternoon, Oscar Mayer's six iconic Wienermobiles will hit the Indianapolis Motor Speedway for the first-ever "Wienie 500" race, in celebration of Sunday's Indianapolis 500 (12:30 p.m. ET on FOX). It marks the first time in a decade all six vehicles in the company fleet will be at the same location, and it's the first time they've ever raced. Here's everything you need to know about the Wienie 500. What is the Wienie 500? The "Wienie 500" is a first-of-its-kind spectacle where the fleet of Wienermobiles will haul buns to the legendary Indianapolis Motor Speedway for a race unlike any other. When is the Wienie 500? The race is scheduled for Friday at 2 p.m. during race week's annual Carb Day festivities. How can I watch the Wienie 500? The race will be streamed live on Friday, May 23 at 2 p.m. ET on the FOX Sports app and across @INDYCARonFOX social accounts, and fans can catch highlights from the race during Sunday's Indy 500 pre-race show on FOX. Who's racing in the Wienie 500? Each Wienermobile will represent a regional favorite: New York Dog for the East Slaw Dog for the Southeast Chilli Dog for the South Chi Dog for the Midwest Seattle Dog for the Northwest Sonoran Dog for the Southwest RELATED: A guide to picking a Wienermobile for the inaugural Wienie 500 Can I bet on the Wienie 500? Yes. DraftKings Sportsbook is offering a free-to-play contest where fans will have the opportunity to win big by just answering questions ahead of the race on Friday. The entries that rack up the most points will have an opportunity to share a piece of the total cash prize of $10,000. Visit DraftKings Sportsbook to submit your entry. Why hot dogs? "The Indy 500 marks the unofficial kickoff of summer and the start of hot dog season," said Kelsey Rice, brand communications director at Oscar Mayer. "As a brand known for sparking smiles in disarmingly delightful ways, it's only fitting that we bring a race of epic proportions to the Speedway and celebrate a timeless tradition: delicious meats and a little friendly competition to kick off a summer of wieners." Roughly 42,000 hot dogs were served at last year's Indy 500. The Associated Press contributed to this report. BEST OF FOX SPORTS' INDY 500 COVERAGE: Pato O'Ward pens letter to Indy 500: 'Had my heart broken here … but it also fuels me' No oval experience, no problem: Rookie Robert Shwartzman captures Indy 500 pole Rash of Crash: Inside a wild weekend of wrecks during Indy 500 prep Marcus Ericsson calls winning 2022 Indy 500 'a dream come true' in letter to fans From 'magical' to 'legendary': Drivers describe the Indy 500 in one word 2025 Indy 500 liveries: See the designs of all 34 cars on the track at The Brickyard Counting down the 25 most memorable moments in Indy 500 history Want great stories delivered right to your inbox? Create or log in to your FOX Sports account, follow leagues, teams and players to receive a personalized newsletter daily ! recommended Get more from NTT INDYCAR SERIES Follow your favorites to get information about games, news and more
Fox Sports
20-05-2025
- Automotive
- Fox Sports
Oscar Mayer's Wienermobile fleet set to race during Indy 500's Carb Day festivities
Indianapolis 500 fans can spend Friday afternoon "hot dogging" it. Oscar Mayer's six iconic Wienermobiles will head to Indianapolis Motor Speedway and compete in the inaugural "Wienie 500" race. The race is scheduled for Friday at 2 p.m. during race week's annual Carb Day festivities. Fans can watch the "Wienie 500" live on the FOX Sports app and across @INDYCARonFOX social accounts. Highlights from the race during Sunday's Indy 500 pre-race show on FOX. This will mark the first time in a decade that all six vehicles in the company fleet will "meat-up" at the same location, and it's the first time they've ever raced. Each Wienermobile will represent a regional favorite — the New York Dog for the East, Slaw Dog for the Southeast, Chilli Dog for the South, Chi Dog for the Midwest, Seattle Dog for the Northwest and Sonoran Dog for the Southwest. There will also be custom Hotdogger racing suits and a trophy presentation in "Wiener's Circle" as part of the race. "The Indy 500 marks the unofficial kickoff of summer and the start of hot dog season," Oscar Mayer brand communications director Kelsey Rice said in a statement. "As a brand known for sparking smiles in disarmingly delightful ways, it's only fitting that we bring a race of epic proportions to the Speedway and celebrate a timeless tradition: delicious meats and a little friendly competition to kick off a summer of wieners." Fans who attend the Carb Day festivities can also get involved in the "Wienie 500." Fans can win cash prizes by predicting the results of the race through a series of questions on DraftKings. There will be a total of $10,000 in cash prizes. The Associated Press contributed to this report. BEST OF FOX SPORTS' INDY 500 COVERAGE: Pato O'Ward pens letter to Indy 500: 'Had my heart broken here … but it also fuels me' Marcus Ericsson calls winning 2022 Indy 500 'a dream come true' in letter to fans 2025 Indy 500 liveries: See the designs of all 34 cars on the track at The Brickyard Everything to know about the Indy 500: Entry list, schedule, Carb Day, favorites Counting down the 25 most memorable moments in Indy 500 history INDYCAR Power Rankings: Will the Indy 500 jumble this list? Want great stories delivered right to your inbox? Create or log in to your FOX Sports account, follow leagues, teams and players to receive a personalized newsletter daily! recommended Get more from NTT INDYCAR SERIES Follow your favorites to get information about games, news and more in this topic
