Have you ever seen the Wienermobile in person? It’s like seeing a famous celebrity – everyone stops and looks, takes a selfie, and smiles at the giant hot dog mobile. It’s a great rolling billboard that gets attention and promotes products.
The Wienermobile first began 80 years ago during the Depression as a way to promote product and make people smile. It’s gone through a number of style changes, but continues today with six vehicles and 12 official “Hotdoggers” who drive it and pass out dogs and smiles around the country. (More than 1,000 people applied last year for the 12 Hotdogger spots!)
This summer, the Wienermobiles are touring the country to spread the word about the reformulated hot dogs, now without any added nitrates, nitrites, artificial preservatives, or by-products. In addition to updating the products, Oscar Mayer is also using social media to engage consumers and help determine locations for the tour. Already visited was Whittier, Alaska, population 220, accessible via a 2.5 mile tunnel and icy roads
No word on the miles per gallon though (or does it run on mustard?).
Group Activities and Discussion Questions:
- Discuss the stages in the product life cycle. What are the marketing objectives in each stage?
- Divide students into teams. Have each team draw a product life cycle and place various products and services into each stage.
- Discuss hot dogs and where they are in the product life cycle.
- Show the Wienermobile Web site: http://www.oscarmayer.com/wienermobile
- Show a video of the Wienermobile in Alaska: https://youtu.be/3e_1Z_oxt5g
- Now, have students brainstorm on how to reposition or revise products/services to that they can move into an earlier stage of the life cycle.
Source: Advertising Age