All six Oscar Mayer Wienermobiles will
“meat up” in a race in advance of the Indianapolis 500.
“The Wienie 500 will be streamed live on the Fox Sports App and across @IndyCarOnFox social
accounts,” according to Marketing Dive. “A partnership with DraftKings will
enable fans to enter a pool to win $10,000 by predicting the race’s outcome and answering related questions.”
Oscar Mayer notes fans will consume some 30,000 hot dogs at
the actual race, according to the brand.
“Each of the frankwheelers has been painted in a unique scheme representing different regional dogs: New York Dog (East), Slaw
Dog (Southeast), Chili Dog (South), Chi Dog (Midwest), Sonoran Dog (Southwest), and Seattle Dog (Northwest),” according to MotorTrend. “How thrilling a race will this be? The Wienermobiles ride on an Isuzu
NPR truck chassis, powered by a gas-fed 330-hp 6.0-liter General Motors V-8. Not exactly the stuff of which nine-second quarter miles are made, but when you’re foot-to-the-floor in closely
matched vehicles, any race will get the ketchup-tinged mist descending—even 27-foot-long rolling hot dogs.”
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The Wienermobile race gives Oscar Mayer a way to "own" the
kickoff of summer, according to the company.
“Oscar Mayer’s sports-content maneuver comes under the aegis of Todd Kaplan, who joined Kraft Heinz as its chief
marketing officer in July of 2024,” according to Variety.
“Kaplan worked in a similar role for PepsiCo’s beverage division, and often tested gambits that married the company’s popular sodas to specific programs and content. In 2021, for
example, Pepsi backed a new game show on Fox called 'Cherries Wild' that aimed to promote a new favor of the company’s flagship soda.”
The first-of-its-kind race is
also supported by an advertising campaign rolling out across the country, along with more surprises to come this summer, according to the brand.