Hot dog lovers, rejoice. Oscar Mayer is giving fans of the roving 27-foot Wienermobile a chance to rent the famous hot-dog-on-wheels for an overnight stay via Airbnb. Announced today, National Hot Dog Day, the experiential activation will kick off in Chicago with a branded campsite to coincide with next month’s Lollapalooza music festival.
The description on the Airbnb listing, titled “Relish a Stay in the Real Oscar Mayer Wienermobile,” reads: For one night only, you can have the opportunity to eat hot dogs, dream of hot dogs, and yes, live in a hot dog, with an overnight stay in the iconic Oscar Mayer Wienermobile.
Targeted toward Gen Z and millennials attending the music festival, or “just those who relish a good story,” the hot dog paradise will have all the hot dog amenities one could wish for. Expect the Wienermobile to be stocked with Oscar Mayer hot dogs and Chicago-style hot dog essentials including an Oscar Mayer roller grill guest can take home with them. Guests who book the “cozy space for two” can also expect a sofa bed, sitting area, adjacent outdoor spaces for the bathroom and a hot dog picnic zone, all for $136 a night.
In addition to fueling guests’ hotdog happiness, the brand is making sure the camp site is social media-worthy. Near the outdoor space ill hang a custom Wienermobile art piece created by local artist Laura Kiro. Visitors will also savor a welcome kit full of hotdog-inspired accessories. Fans will be able to book their Wienermobile stay starting July 24.
Last year, Oscar Mayer’s marketing initiatives centered on the promotion of its new and improved hot dog recipes that axed artificial preservatives. To launch the campaign, #ForTheLoveOfHotDogs, the Wienermobile continued its cross-country tour, making pit stops and posing in front of historical landmarks like the Statue of Liberty, Daytona International Speedway, and Citi Field Mets Stadium. Six different Wienermobiles are driving across the US at any given moment.
At a time when younger audiences are increasingly allocating their budgets to brand experiences and music festivals, Oscar Mayer is wise to enhance its marketing strategy with an immersive component. According to a study by Splash, where 785 millennial across the world were surveyed, 67 percent reported that they followed a brand on social media because of an event. Additionally, almost two-thirds of Gen Z want to touch, feel, and experience products before making a purchase. This year, a number of brands employed experiential activations. For example, Taco Bell transformed an existing Palm Springs hotel into a branded summer resort replete with merchandise and activations. Similarly, L.L. Bean partnered with Uber to encourage people to get out and experience summer at one of its pop-up campsites.