It’s not every day your Indy500 activation trends higher than the actual Indy500.

I’m not gonna attack you with ad buzzwords. It’s simple. For hot dogs, summer is a crowded time. We set out to win the summer from the very jump with the most iconic brand asset in the history of advertising.

It all started with a trailer.

Then we began to promote it as the very real, very serious race that it is.

I could type out all the other things we did to make this race an ultimate experience (like our take on the national anthem, hot dog jokes, and much more), but who wants to read? You can watch the broadcast on the link below.