Challenge: Oscar Mayer is a brand people know and love, but many still think of Oscar Mayer as a “kiddie brand” that’s stuck in the past rather than an “innovative brand” that’s driving the future. Strategy: To help shift that perception, we went straight to the heart and soul of the brand - the Wienermobile. For decades, the hot dog-shaped automobile has brought smiles to people across the country. But there are some places the Wienermobile just can’t go, and despite being a 27-foot hot dog on wheels, it can’t actually deliver people hot dogs. Execution: On July 23 – National Hot Dog Day – that all changed when we unveiled the newest, off-roading addition to the Wienermobile fleet – the Wiener Rover. We launched the Wiener Rover with a humorous video embodying the mini hot dog mobile’s mission: to boldly go where no Wienermobile has gone before to deliver hot dogs. After making its debut on the Today Show, we toured the Wiener Rover around various parts of New York City to deliver hot dogs to hungry New Yorkers who shared their locations using the hashtag #WienerRover on Twitter and Instagram. Results: The Wiener Rover was picked up by more than a dozen media outlets including Auto Evolution, CNET, The Chicago Tribune, Jalopnik, and Wired, resulting in over 100 million earned impressions. The hashtag #WienerRover trended on Twitter with over 9K mentions and the Wiener Rover became a featured photo for #NationalHotDogDay on Instagram. Our launch video was an immediate hit, securing more than one million video views on Facebook and a record breaking engagement rate on Twitter at 23%. As a result of seeing our campaign, the Wiener Rover directionally impacted brand favorability, placing in the 58th percentile of all CPG brands on Facebook and drove a 15pt increase in purchase intent for Oscar Mayer hot dogs.