Oscar Mayer Wienermobile

Client/BrandOscar Mayer Foods Division of Kraft FoodsLead AgencyIn-houseOther Agencies141 Worldwide (consumer promotion)Weber Shandwick (public relations)J. Walter Thompson (Advertising) D.L. Blair (promotion fulfillment)Time FrameEight months in 2004ObjectivesWe identified the need to rekindle/strengthen the Oscar Mayer brand relationship with consumers:Stir up excitement/interaction and strengthen consumer relationships by leveraging our valuable brand equities and icons.Maximize utilization of the Wienermobile vehicles and our brand ambassadors (Hotdoggers) to drive awareness and interaction levels. Generate national media exposure and unique local market exposure.Generate a positive share and volume impact on the bologna and hot dog segments.Target AudienceExisting hot dog and bologna eaters, including kids "of all ages."StrategyThe "Oh, I Wish" program was developed as the solution to our objectives/business needs. This program was a fully integrated marketing plan that leveraged two valuable brand icons, the Oscar Mayer Wienermobile and the "Oh, I Wish" jingle.Program Description: In 50 words or fewer, kids of all ages could tell us what they wish they could do with the Wienermobile for one day and up to $5,000 to make the wish come true. All entries would be judged, and the top 50 wishes would be fulfilled by the Oscar Mayer Hotdoggers.The program ran for eight months and had three core event segments:A national kickoff in New York City with four new 2004 Wienermobiles rolling down Times Square announcing the "Oh, I Wish" program, the fulfillment of our Honorary Wish Winner and our charitable partnership with Big Brothers Big Sisters.Six Wienermobiles and 12 Hotdoggers conducting nationwide retail visits and collecting wishes from June through September.From October through December, the Hotdoggers fulfilled the top 50 wishes across the nation.Supporting Marketing ComponentsLocal market radio sweepstakes and remotes. Prizes awarded instantly, including a ride in the Wienermobile. Retail events for collecting wishes and donations for Big Brothers Big Sisters in exchange for a photo with the Wienermobile, Wiener Whistle premiums and "Oh, I Wish" stickers. Wienermobile vehicles carried program decals acting as traveling billboards and directing consumers to oscarmayer.com. An eBay auction offering a special two-day Wienermobile wish to the highest bidder, with proceeds donated to Big Brothers Big Sisters. In-store P-O-P highlighting the program. Graphics on more than 40 million packages of hot dogs and bologna announcing the contest. A program micro-site with contest entry, send-a-wish e-mail, and online instant-win game for a free Wienermobile bean toy. National full-page FSI. National TV. National print advertising. Online advertising including a one-day MSN.com takeover.ResultsConsumer Interaction/AwarenessWe received nearly 75,000 contest entries, which exceeded goal by 50%. The retail Wienermobile events were second only to the Internet for wish generation. The Hotdoggers conducted more than 475 retail events. We generated more than four million visits to the online micro-site, where consumers played the instant-win game more than one million times.National/Local MediaThe winning eBay bid of $10,600 generated media coverage on CNN Headline News, CNBC and many local affiliates.More than 180 million media impressions were generated.50 grand-prize winners from all over the U.S. had their Wienermobile wishes come true. From October through December, Hotdoggers fulfilled wishes, which included including everything from "delivering coats for kids" to a "long overdue honeymoon."Quantifiable GrowthBoth bologna and hot dogs saw volume lifts during the program time frame, reversing a four-year decline in share for Oscar Mayer cold cuts. (Source: ACNielsen) 0.6 share point increase for bologna 0.2 share point increase on hot dogs 5.7% volume increase for bologna Approximately $100,000 was donated to charity

Oscar Mayer Wienermobile

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