Fox Sports is well-known for its coverage of NFL and MLB games, but a major advertiser is hoping to shake things up with an unconventional event. Oscar Mayer is set to launch the “Wiener 500” as part of Fox Sports’ coverage of the Indianapolis 500, bringing a unique dog race to the track. The race will feature six Wienermobiles from Oscar Mayer racing against each other, adding a fun and quirky element to the racing extravaganza. Fans can catch the action live on Friday, May 23 at 2 p.m. eastern on the Fox Sports app and social media accounts dedicated to the race coverage.
Kelsey Rice, brand communications director for Oscar Mayer, sees the Wiener 500 as a way to kick off summer and keep the brand top of mind for consumers gearing up for grilling season. While Oscar Mayer has a history of advertising in sports, including sponsoring the Super Bowl halftime show in the past, the company is now focusing more on sports programming to reach a broader audience in the streaming era.
The partnership between Oscar Mayer and Fox Sports includes paid advertising and aligns the brand with the Indianapolis Motor Speedway as the official hot dog of the Indy 500. By tapping into the sports community in an authentic way, Oscar Mayer aims to connect with sports fans and show that their hot dogs are for everyone.
With the rise of behind-the-scenes content in sports programming, the Wiener 500 could attract viewers looking for unique and entertaining content. The race will showcase different versions of the iconic Wienermobiles, each representing a different regional hot dog variety from across the country.
Todd Kaplan, chief marketing officer at Kraft Heinz, is spearheading Oscar Mayer’s foray into sports content. Kaplan, who previously worked at PepsiCo, has a history of innovative marketing strategies that tie popular brands to specific programs. The Wiener 500 is just the beginning for Oscar Mayer, with plans to make the event an annual summer tradition.
While only one Wienermobile can win the race this year, the future looks bright for Oscar Mayer’s quirky racing event. As the brand continues to engage with sports fans in new and exciting ways, the Wiener 500 could become a staple of summer celebrations for years to come.
