As the Super Bowl approaches, hotel space in the Bay Area will likely be hard to find (if not sold out already). But if someone is making last-minute plans (and has a significant amount of money, most likely) Oscar Mayer has the experience for them.
The Kraft Heinz brand is auctioning off a two-night stay in its hot-dog themed “Wienie-Bago,” complete with fresh sheets, towels and toiletries, a fully stocked dinette, flat-screen TV and wifi, and a cash stipend for expenses. The package, which covers a stay between Saturday, Feb. 6 and Monday, Feb. 8, also includes airport transportation and limited car service provided by the famed “Wienermobile.”
“We are always looking for fun ways to engage with our fans and continue to drive (no pun intended) the love of the Wienermobile,” Collette Lee, brand manager for cold cuts and brand equity at Oscar Mayer, tells Marketing Daily. “Since we have the Wienermobile in our fleet, we figured we could help football fans by giving them a completely new and unique lodging experience.”
Proceeds from the online auction (at www.wieniebago.com, running through Jan. 31) will benefit Stop Hunger Now, a not-for-profit that provides food for individuals in need. The brand will also match the winning bid, up to $10,000.
In addition to a highly publicized launch of the auction earlier this week, Oscar Mayer will be promoting the program through its social channels throughout the week.
“Due to the timely nature of the Wienie-Bago activation, we knew an earned-media approach would help encourage bidding and positive conversation over the next couple of weeks,” Lee says. “Offering the Wienie-Bago through a charitable auction also helps us raise funds for a great cause, while providing a truly unique experience.”
While the Wienie-Bago and Wienermobile presence will be Oscar Mayer’s only brand activation for the Super Bowl, parent company Kraft Heinz will run commercial for its ketchup and condiments brands during the game’s broadcast. Though details of the spot are not known, the company says it will “introduce the world to the rest of the great tasting family (of condiments beyond ketchup) in a campaign called #MeettheKetchups.”