Iconic brand mascots have long been popular draws for live events. But now, with the advent of social media, vintage mascots have gone modern and gained greater relevance as a strategic event marketing tool. Thanks to Facebook, Mr. Peanut can have his own fan base. And nothing updates an Oscar Mayer Weiner like a shiny new food truck-inspired Weinermobile. This summer, both iconic characters are hitting the road to take advantage of the times, and the trends.
Oscar Mayer is unquestionably one of these staples. To commemorate its 75th anniversary it introduced a 30-foot-long food truck to its current fleet of six Weinermobiles, which allows the brand for the first time ever to serve franks out of one of its mobile vehicles. Brand ambassadors dubbed “Hotdoggers” blog about their experiences on the road and a kiosk next to the vehicle allows consumers to snap a photo with the Weinermobile and share it online (Agency: Pierce, Portland, ME).
“This connects consumers directly to social media because once they get their picture taken they can email it to friends and family or post it on their Facebook page,” says Ed Roland, experiential and scale marketing manager at Oscar Mayer.
The always cool Mr. Peanut is also on the road this summer as his Nutmobile travels to 16 cities to sample product and spread the brand’s sustainability message. On-site consumers can take a photo with Mr. Peanut and then download it on an iPad kiosk and share on Facebook.
“There’s a Mr. Peanut Facebook page that is very active in the voice of Mr. Peanut, not the brand. The events we visit with the Nutmobile directly support and grow Mr. Peanut’s page,” says Brian French, vp-account director at Momentum Worldwide, which handled the Planters Naturally Remarkable Tour. “This is probably the right time to revive an icon but you have to contemporize it to make it relevant to your target.” EM