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Marty’s Marketing Minutia

Wieners, winners and wacky

by on Jul.02, 2009

The Fourth of July Specials: Hot dogs and the Wienermobile

Wienermobile

Over holiday weekend American’s will consume 150,000,000 hot dogs according to the Oscar Mayer division of Kraft Foods, sponsors of the iconic Oscar Mayer Wienermobile. It’s an American tradition.  Another part of the hot dog tradition is the Wienermobile from Oscar Mayer. The vehicle, which was among the first, if not the first ‘logomobile or brandmobile” in 1936 attracts millions of kids and parents as visitors and special passengers every year to supermarket parking lots and other venues. All to promote hot dogs.

  • For a virtual tour of the Wienermobile click here
  • And to install an ear-worm and to hear the famous jingle click here.
Mini Wienermobile

In addition to the big machine, Oscar Mayer,  added to its Wienermobile fleet when it commissioned a new, smaller vehicle last year. The result is this vehicle built on a Mini.

Seven of the Wienermobiles are on the road every summer criss-crossing America, driven by 14 recent college graduates, selected from over 1,000 applicants.

A very strong supporter and proponent of the program is Steve Kopcha, formerly executive creative director at DMB&B and McCann in Detroit, now associate professor of advertising at the University of Missouri’s School of Journalism, who has two of his students now driving a Wienermobile. He became involved in a serendipitous way when representatives of Oscar Mayer asked it they could speak to one of his graduating classes to let them know they were recruiting for the next year’s drivers.

As good as a hot dog.

As good as a hot dog.

“I glommed on to this right away,” he said.  “If I were about to graduate from college this would be the absolute perfect phase from graduation from school to the real world. Take a year, drive all over the country with another pal, drive to all these places, meet people, be the center of attention and, by the way, be able to bank their entire salary since Oscar Mayer pays all living expenses.”

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