Every year, Oscar Mayer receives emails, DMs and comments from students asking for a ride to prom in the Wienermobile.
But when social listening showed us that the topic started trending, in the middle of prom season, we knew had to do something. And quickly! With no budget, or time to spare, we scrambled to launch #OscarTakeMeToProm — a social contest to award one lucky student, plus three of their friends, a ride to prom in the iconic Wienermobile.
1 LUCKY DAWG + 3 FRIENDS IN A
27-FOOT HOTDOG ON WHEELS
Finally, on May 26th, we made prom dreams come true. To help the winner relish the bun-derful night, the Hotdoggers captured and shared content of the ride in real-time using their official Oscar Mayer social accounts.
And to help her relish the night forever, we created a recap video post of the winner’s prom ride.
442MM
Total Engagements
RESULTS
310MM
Earned Impressions
260
Media Placements
20MM
Social Views
But most importantly, the contest and content helped Oscar Mayer gain new, younger followers
including a +65% increase in reach on Instagram — driving brand relevance in a younger generation.
In two weeks, our promposal contest was live. We launched with paid and organic teen-friendly content on TikTok and Instagram. Our posts asked students to post a video telling us why they should get a ride to prom in the Wienermobile using #OscarTakeMeToProm.
Then, we leveraged one of our most important brand assets, the official Oscar Mayer Hotdoggers, for additional content. These Wienermobile-drivers-turned-influencers helped communicate contest rules and inspired creative submissions from students.