Latest news with #Wienermobile
Forbes
2 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
6 days ago
- Entertainment
- Yahoo
Wienermobile makes multiple stops in Northern Illinois. Where will it stop next?
Ill. (WTVO) — The Oscar Mayer Wienermobile has been making stops all around Northern Illinois this week. The Wienermobile stopped at a Country Market in Byron on Wednesday, along with stops earlier this week in Dixon and Pecatonica's Memorial Day Parade. A crowd of people was waiting in Byron just to get the chance to see the attraction in person. This is Wienermobile driver Sarah Oney's last tour. She called the job an adventure of a lifetime. 'This was my dream job, I was like, what the coolest thing I could do, and also what is something that I would wake up every day and know that what I'm doing was impacting and changing the world in some way,' said Oney. 'Silly as it sounds, a stupid hot dog on wheels has been the most powerful vessel of joy.' The Wienermobile last made an appearance in the stateline in September 2024. The vehicle made stops at in Freeport and Winnebago. The Wienermobile is one of a fleet of vehicles operated by Oscar Mayer and is shaped like a hot dog on a bun. The original vehicle debuted in 1936 and briefly changed its name to the Frankmobile in May 2023. It then changed back in September 2023. To keep track of where the Weinermobile will be making its next stop, click . Copyright 2025 Nexstar Media, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.
Yahoo
24-05-2025
- Automotive
- Yahoo
Time to ketchup: Here's what happened during the inaugural Oscar Mayer Wienie 500
It's not everyday you get to see a 27-foot-long hot dog bus. But what about six? On Friday, the six Oscar Mayer Wienermobiles − yes, there are six − gathered at the Indianapolis Motor Speedway to participate in the inaugural Oscar Mayer Wienie 500. Two "Hotdoggers," the fresh college graduates who drive the Wienermobiles, sported Indy 500-style attire as they loaded up to race around the track. The Wienie 500 was held on Carb Day, the final practice day before Indianapolis 500 kicks off on Sunday, May 25. Miss the wienie race? Here's what to know about the inaugural Oscar Mayer Wienie 500. More Wienermobile: I rode 'shot-bun' in the iconic Oscar Mayer Wienermobile. Then we got pulled over. The inaugural Oscar Mayer Wienie 500 was held on Friday, May 23 at the Indianapolis Motor Speedway in Indianapolis, Indiana. Slaw Dog took home first place. The 27-foot-long winning bus, which represented the "Saucy South," was driven by Grill Master Matthew Bailey of Madison, Georgia and Mustard Maddie Meyers of Kirkwood, Missouri. "I MUSTARD'mit, I will relish this moment forever," Mustard Maddie shared on her Instagram Story after the race. Fox Sports streamed the Oscar Mayer Wienie 500 on its social media sites. Over the course of a year, the Hotdoggers visit different regions of the country from inside the Wienermobile: East, Southeast, South, Midwest, Northwest and Southwest. During the Oscar Mayer Wienie 500, each of the Wienermobiles represented a regional hot dog. Here's how to grill them up: New York Dog (East): Kosher hot dogs topped with sauerkraut and homemade onion sauce, sat between a bun smothered in spicy brown mustard, as shared by Bobby Flay per Food Network Slaw Dog (Southeast): Hot dog topped with homemade chili, mustard and creamy coleslaw, per a recipe by Spicy Southern Kitchen Chili Dog (South): Hot dog topped with homemade chili and cheddar cheese, as outlined by Food Network Chi Dog (Midwest): All-beef frankfurter, like Vienna Beef, inside a poppy seed bun, topped with yellow mustard, pickle relish, chopped white onion, tomato slices, a dill pickle spear, pickled sport peppers and celery salt, as reported by New York Times Cooking Seattle Dog (Northwest): Hots dog topped with cream cheese, sauerkraut, brown mustard and sweet onions, per Allrecipes Sonoran Dog (Southwest): Hog dog wrapped in bacon and topped with pinto beans, onions, jalapeno salsa and tomatoes, as shared by Serious Eats The Oscar Mayer Wienermobile is Oscar Mayer's hot dog on wheels − a 27-foot-long hot dog-shaped bus used to advertise the brand. Today, six Wienermobiles travel throughout six different regions of the country. The Wienermobile made its first appearance in 1936 but it looked a bit different than it does today. A 13-foot-long metal hog dog on wheels was the first iteration of the Wienermobile. The vehicle featured an open cockpit, so the driver was seen sticking out of the top of the hot dog, according to Oscar Mayer. By 1940, a glass enclosure was added to better protect the driver. In 1952, after taking a hiatus during World War II, five 22-foot-long Wienermobiles began traveling throughout the country, per Oscar Mayer. They were the first to have a sound system and sunroof. The Wienermobile continued to adapt over the years and today's fleet has remained the same since about 2004, according to Oscar Mayer. The vehicle is made of custom fiberglass and contains a V-8, 6.0 liter engine. As for the interior, each Wienermobile features a hog dog-shaped dashboard, six mustard and ketchup seats, a 52-inch flat screen television, gull-wing doors with retractable steps, a removable roof, blue sky ceilings and a wiener jingle horn. To find a Wienermobile near you, visit the Oscar Mayer Wienermobile locator at You can also request the Wienermobile to visit near you on the Oscar Mayer website at Greta Cross is a national trending reporter at USA TODAY. Story idea? Email her at gcross@ This article originally appeared on USA TODAY: Time to ketchup: What happened during inaugural Oscar Mayer Wienie 500
24-05-2025
- Automotive
Hot diggity dog! Wienermobiles put on riveting race in Wienie 500 at Indianapolis Motor Speedway
INDIANAPOLIS -- Give the Borg-Wiener Trophy at Indianapolis Motor Speedway to the Wienermobile affectionately known as Slaw Dog. In a down-to-the-wire race among the six iconic Wienermobiles that serve as goodwill ambassadors for Oscar Mayer, the hot dog-on-wheels representing the Southeast proved to be the big dog on Carb Day ahead of Sunday's running of the Indianapolis 500. It made a dramatic pass of the Wienermobile repping Chicago at the finish line to win the inaugural Wienie 500 on Friday. The margin was about a half a bun. 'You are standing in a moment in hot dog history right now,' Sarah Oney, who was co-piloting the Wienermobile representing New York with Connor Wolff, told The Associated Press. 'This is the first-ever time we have honestly had all six Wienermobiles together and especially at the Indianapolis Motor Speedway.' It was the definition of a wiener-take-all race, too: The driver and co-pilot of the No. 3 dog, who managed to roast the rest of the Wienermobiles on a cool, sunny afternoon, got to stick around for the 109th running of the Indianapolis 500. The Wienermobiles have been around since 1936 as a promotional vehicle for Oscar Mayer — not to be confused with Louis Meyer, the first three-time winner of the Indy 500. They travel around the country, logging about 20,000 miles annually, though none were probably as important to the hotdoggers on board as the 5 miles they drove on Friday. Oney and Wolff jumped into the lead when the green flag flew at the historic yard of bricks, and the six Wienermobiles slowly picked up speed until they reached about 65 mph. They were right in each other's grills down the backstretch, and swapped the lead among themselves several times until the second of two laps, when the No. 4 dog led the field out of Turn 2. That's when smoke began pouring from its rear, and that dog was cooked. The Wienermobile wearing No. 1 assumed the lead as the field headed onto the front stretch, and a crowd of nearly 80,000 fans who had just watched the final practice for the 109th running of the Indianapolis 500 was standing and cheering. That's when the Wienermobile from the Southeast, which had doggedly hung around the lead for most of the race, made its big move. It passed the the Wienermobile repping Chicago just in time to relish in the sweet taste of victory. It might have been the fastest Wieners have gone since Joey Chestnut's heyday on Coney Island. 'The Indy 500 marks the unofficial kickoff of summer and the start of hot dog season,' said Kelsey Rice, brand communications director at Chicago-based Oscar Mayer. '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.'
CBS News
24-05-2025
- Automotive
- CBS News
Hot diggity dog! Wienermobiles put on riveting race in Wienie 500 at Indianapolis Motor Speedway
Give the Borg-Wiener Trophy at Indianapolis Motor Speedway to the Wienermobile affectionately known as Slaw Dog. In a down-to-the-wire race among the six iconic Wienermobiles that serve as goodwill ambassadors for Oscar Mayer, the hot dog-on-wheels representing the Southeast proved to be the big dog on Carb Day ahead of Sunday's running of the Indianapolis 500. It made a dramatic pass of the Wienermobile repping Chicago at the finish line to win the inaugural Wienie 500 on Friday. The margin was about a half a bun. "You are standing in a moment in hot dog history right now," Sarah Oney, who was co-piloting the Wienermobile representing New York with Connor Wolff, told The Associated Press. "This is the first-ever time we have honestly had all six Wienermobiles together and especially at the Indianapolis Motor Speedway." It was the definition of a wiener-take-all race, too: The driver and co-pilot of the No. 3 dog, who managed to roast the rest of the Wienermobiles on a cool, sunny afternoon, got to stick around for the 109th running of the Indianapolis 500. The Wienermobiles have been around since 1936 as a promotional vehicle for Oscar Mayer — not to be confused with Louis Meyer, the first three-time winner of the Indy 500. They travel around the country, logging about 20,000 miles annually, though none were probably as important to the hotdoggers on board as the 5 miles they drove on Friday. Oney and Wolff jumped into the lead when the green flag flew at the historic yard of bricks, and the six Wienermobiles slowly picked up speed until they reached about 65 mph. They were right in each other's grills down the backstretch, and swapped the lead among themselves several times until the second of two laps, when the No. 4 dog led the field out of Turn 2. That's when smoke began pouring from its rear, and that dog was cooked. The Wienermobile wearing No. 1 assumed the lead as the field headed onto the front stretch, and a crowd of nearly 80,000 fans who had just watched the final practice for the 109th running of the Indianapolis 500 was standing and cheering. That's when the Wienermobile from the Southeast, which had doggedly hung around the lead for most of the race, made its big move. It passed the the Wienermobile repping Chicago just in time to relish in the sweet taste of victory. It might have been the fastest Wieners have gone since Joey Chestnut's heyday on Coney Island. "The Indy 500 marks the unofficial kickoff of summer and the start of hot dog season," said Kelsey Rice, brand communications director at Chicago-based Oscar Mayer. "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."
