When the idea of taking the Wienermobile to prom started trending on TikTok, we launched a promposal contest to take one lucky dog & three friends to prom in the 27-foot hotdog on wheels.
We announced the contest with scrappy, internet-y content on TikTok & IG.
Then we turned the drivers of the Wienermobile, Oscar Mayer Hotdoggers, into influencers — co-creating content which amplified and promoted the contest.
We launched the contest (including all the legal contest stuff) in just two weeks using only $5k and got
20M views
310M earned media impressions
442M engagements
Accolades
The Drum Awards — Best in Social Media - Real-Time Response or Activation
+ Shortlist: Content - Social Media
Shorty Awards — Gold Honor - On a Shoestring
One Show — Shortlist: Brand-Side Initiated & Originated Projects
New York Festivals — Shortlist: Social Media & Influencer - Small Budget/Big Idea
Webby Awards — Nominee (Finalist)