The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2015 One Show - Social Media

#Tweet2Lease

Agency mcgarrybowen / Chicago

Client Oscar Mayer
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Annual ID

150776A

About the Work

Oscar Mayer is a beloved brand, but one that consumers perceive as a bit stuck in the past. We needed to be relevant again and we had just the marketing vehicle for the job. We took one of the greatest advertising icons of the 20th century and re-launched it for the 21st. We gave people the chance to win a one-day lease on the Oscar Mayer Wienermobile by simply sending one tweet stating why they should win using #tweet2lease. And we did it around the biggest advertising event of the year, the Super Bowl. By stealing the spotlight from the car companies and other brands spending the big bucks, and engaging consumers in an unexpected way, we proved you can teach an old dog new tricks.