High-speed enthusiasts have descended on the Indianapolis Motor Speedway since 1911 to marvel at racing machines zooming around the famous circuit. But recently, 27-foot hot dogs have entered the race.
That would be the annual Oscar Mayer Wienie 500, where six “hotdoggers” race Wienermobiles around the track, competing for the Borg-Wiener Trophy on the final day of practice before the Indy 500. Very on-brand for a food brand that strives not to take itself too seriously.
Last year’s race drew 85,000 fans to the stands and 8 million viewers on Fox and social media, resulting in half a million more wieners sold year over year. This year, the Kraft Heinz-owned brand is hoping to drive that number higher, with the race broadcast live nationwide on Fox for the first time.
Ahead of Friday’s second annual event, Oscar Mayer asked customers 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 also debut new colors, decals, and designs.
Current IndyCar drivers Nolan Siegel, Stingray Rob, and Scott McLaughlin have coached the hotdoggers on pro-level racing technique. Fox IndyCar play-by-play announcer Will Buxton will call the race alongside analysts Townsend Bell and James Hinchcliffe, with Georgia Henneberry and Kevin Lee reporting from the pit.
Fans at the track can pick up limited-edition Wiener Whistles, while those at home can shop Wienie 500 merchandise from Indianapolis Motor Speedway’s official merch site, and vote for the winning Wienermobile for a chance to score Oscar Mayer wieners.
The campaign was created by Johannes Leonardo, with The Kitchen handling 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, brand communications director at Oscar Mayer, said in a statement. “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 mood of the Great Depression. In the 90 years since, the playful vehicle has become an American advertising icon and played a central role in Oscar Mayer’s 2021 brand refresh.
