Event Marketer Summer 2023 - 118

FINALE
QUITE FRANKLY
Call it the end of an era. After 87 years cruising around as
America's favorite hot dog on wheels, the Wienermobile
has been retired-at least in name. Its replacement, the
Frankmobile, arrives as Oscar Mayer looks to tout its
100-percent Beef Franks while debuting a new recipe, just
in time for grilling season. But as the O.G. of mobile tour
campaigns and an icon in the experiential world, let us take
a moment to relish the Wienermobile's career.
Having traversed the " hot dog highways " since 1936, and
with nearly a dozen upgrades over the years, Oscar Mayer's
fleet of 27-foot-long Wienermobiles stopped traffic and
brought a smile to consumers' faces for decades. As did the
cast of rigorously trained " Hotdoggers " who staffed them,
representing a masterclass in brand ambassador tactics
(the new class of BAs have been dubbed " Frankfurters " ).
Hijinks along the Wienermobile's journey have included
a special 30-foot-long truck revealed in Times Square
to mark the vehicle's 75th anniversary, a roving hotel
experience anchored by a fully loaded " Wienie-Bago " RV,
a floating activation that had the Wienermobile sailing
into New York Harbor on a barge that passed the Statue of
Liberty, and the crafting of a WienerCycle and WienerDrone
at a Fourth of July celebration in Weiner, AR. The wordplay
may never be the same.
The new six-truck Frankmobile fleet, which operates yearround,
will be making stops throughout the summer, and,
in true Oscar Mayer form, the brand is offering " Franks for
Franks, " meaning anyone named an iteration of " Frank "
can stop by to get their hands on a coupon for a free pack of
hot dogs.
Personally, you can find us pouring one out (ketchup, most
likely) for the original industry champion.
-K.S.
118 EVENT MARKETER SUMMER 2023
eventmarketer.com
IMAGE CREDIT: OSCAR MAYER

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Event Marketer Summer 2023

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