High-speed lovers have descended on the Indianapolis Motor Speedway since 1911 to marvel at racing machines zooming across the well-known circuit. But just lately, 27-foot sizzling canines have entered the race.
That can be the annual Oscar Mayer Wienie 500, the place six “hotdoggers” race Wienermobiles across the observe, competing for the Borg-Wiener Trophy on the ultimate day of apply earlier than the Indy 500. Very on-brand for a meals model that strives to not take itself too severely.
Last 12 months’s race drew 85,000 followers to the stands and eight million viewers on Fox and social media, leading to half one million extra wieners offered 12 months over 12 months. This 12 months, the Kraft Heinz-owned model is hoping to drive that quantity larger, with the race broadcast reside nationwide on Fox for the primary time.
Ahead of Friday’s second annual occasion, Oscar Mayer requested prospects to vote in a sixth contender. Enter Corn Dog, which joins Chi Dog (Midwest), New York Dog (East), Chili Dog (South), Seattle Dog (Northwest), and reigning champion Slaw Dog (Southeast). Each Wienermobile and hotdogger will even debut new colours, decals, and designs.
Current IndyAutomotive drivers Nolan Siegel, Stingray Rob, and Scott McLaughlin have coached the hotdoggers on pro-level racing approach. Fox IndyAutomotive play-by-play announcer Will Buxton will name the race alongside analysts Townsend Bell and James Hinchcliffe, with Georgia Henneberry and Kevin Lee reporting from the pit.
Fans on the observe can decide up limited-edition Wiener Whistles, whereas these at dwelling can store Wienie 500 merchandise from Indianapolis Motor Speedway’s official merch web site, and vote for the profitable Wienermobile for an opportunity to attain Oscar Mayer wieners.
The marketing campaign was created by Johannes Leonardo, with The Kitchen dealing with social.
“Last year’s inaugural race proved the Wienie 500 is more than just a one-time spectacle — it’s a real race cemented in culture,” Kelsey Rice, model communications director at Oscar Mayer, mentioned in a press release. “This year, we are turbo-charging all race elements to give fans a fresh take on the disarmingly delightful experience they fell in love with in year one.”
An American icon
Oscar Mayer’s whimsical Wienermobile first hit roads in 1936 to lighten the temper of the Great Depression. In the 90 years since, the playful car has turn into an American promoting icon and performed a central position in Oscar Mayer’s 2021 model refresh.