The Oscar Mayer Brand Pits Wienermobile Vehicles against Each Other for the First Time Ever in Cross-Country Summer Road Rally
Wienermobile Drivers Set to Take on Challenges, Engage Fans and Fulfill Dreams
Wienermobile Vehicle fans everywhere have reason to rejoice today as the Oscar Mayer brand launches its first-ever Wienermobile Run program, giving fans unprecedented access to the most popular and longest running mobile marketing tour in America. Six teams of drivers, also known as Hotdoggers, and their newly personalized Wienermobile vehicles are asking fans where and how they’d like to see the Wienermobile this summer to help them earn points, give away swag, and ultimately be named Champion. One lucky fan will even win a visit from the reigning Wienermobile Run Champion.
Beginning July 8, 2013, fans are encouraged to visit WienermobileRun.com to join their favorite Wienermobile team. In return, fans will receive a team bumper sticker (while supplies last) and help their team earn points. To differentiate the six vehicles each Wienermobile has been given a unique team name and persona: #HellOnBuns, #SpeedyWiener, #Autobuhn, #DriftDog, #BornToBun and #Bunderstruck.
“The Wienermobile Run is the latest example of how the Oscar Mayer brand is continuing to evolve,” said Ed Roland, Senior Experiential and Scale Marketing Manager of Oscar Mayer. “This new program gives fans unparalleled access to the Wienermobile by allowing them to talk directly to Hotdoggers on social media and help determine where they will go this summer.
It also gives everyone a stake in the game by supplying them with real ways to help their team earn points and get rewarded themselves.”
Other ways Wienermobile teams will earn points include:
- Fan photos of the Wienermobile vehicles shared on Twitter and Instagram with the appropriate team hashtag
- Fan submissions for team challenges such as light-hearted pranks, competitions, etc., on WienermobileRun.com
- Hotdogger secured photos with famous landmarks or people
- Fulfillment of “Wienermobile Dreams” such as taking a bride and groom to their wedding
When the program wraps up on the last day of summer, the team with the most points will be declared the Wienermobile Run Champion, and fans who have pledged support for the team online will receive a free specially designed t-shirt from rising Boston designer, Josh LaFayette (while supplies last) as well as a chance to win a visit from the winning Wienermobile.
Consumers can find out more about the Wienermobile Run, sign-up to join their favorite team and submit ideas for challenges by visiting WienermobileRun.com. For more real-time updates fans can follow Oscar Mayer on Facebook and the Wienermobile teams on Twitter and Instagram.
ABOUT KRAFT FOODS GROUP
Kraft Foods Group, Inc. (NASDAQ: KRFT) is one of North America’s largest consumer packaged food and beverage companies, with annual revenues of more than $18 billion. With the spirit of a startup and the soul of a powerhouse, Kraft has an unrivaled portfolio of products in the beverages, cheese, refrigerated meals and grocery categories. Its iconic brands include Kraft, Maxwell House, Oscar Mayer, Philadelphia, Planters, Velveeta, Capri Sun, JELL-O and Lunchables. Kraft’s 23,000 employees in the U.S. and Canada have a passion for making the foods and beverages people love. Kraft Foods Group is a member of the Standard & Poor’s 500 and the NASDAQ-100 indices. For more information, visit www.kraftfoodsgroup.com and www.facebook.com/kraft.