The Wienermobile: Brand Storytelling on Wheels
On Wednesday, October 15, Dr. Wilcox's social media class was visited by the 27-foot hot dog on wheels and its driver, Trey, a recent advertising grad from Virginia Commonwealth University. He is one of just twelve “Hotdoggers” chosen each year to pilot the legendary Oscar Mayer Wienermobile, a job that is equal parts brand ambassador, storyteller, content creator, and cross-country road tripper.
From AD Club to Hotdogs
Trey began his post-grad life navigating highways, creating social content, and taking crash courses on hands-on marketing. After graduating from VCU’s Robertson School of Communication, serving as Ad Club President, and completing internships in advertising strategy, Trey represents one of America’s most iconic brands: Oscar Mayer.
“The Wienermobile was created during the Great Depression,” Trey told students. “At a time when people needed joy the most, Oscar Mayer built something a little nonsensical to make people smile. That’s still our mission today.”
A Brand Built on Joy
Piloting the Wienermobile isn’t just a road trip; it’s a nationwide campaign for Oscar Mayers. Hotdoggers like Trey handle everything from pitching local media to coordinating community events and creating social content that keeps the 141-year-old brand and 89-year-old vehicle culturally relevant today.
“We’re not a food truck,” Trey joked. “We’re out there building brand love. Every interaction, every selfie, every whistle we hand out, it all adds to how people perceive Oscar Mayer.”
For Trey, it’s a daily lesson in PR and social engagement. Hotdoggers pilot the machine, manage travel logistics, and coordinate press events all over the country. “You learn how to add value for people and how to pitch yourself, skills that matter in any marketing role,” he explained.
Finding your “Wienermobile”
“Not every brand has a Wienermobile,” Trey said, “but every brand can find their version of it, something people can’t help but share.”
Trey encourages students to think about how they can apply these lessons and life skills to their own careers in media and communication, and to take advantage of their time here at UT.
“Do what you want to be doing now. Volunteer, get involved, and fail forward. This is the best time in your life to experiment.”
The Joy of the Job
When asked about his favorite part of the journey, Trey didn’t hesitate: the people. “Everyone has a personal story about the Wienermobile,” he said. “A few weeks ago, a family brought their vintage Wienermobile pedal car to show me. They’d kept it for 30 years because it meant so much to them. I got to sign it. That moment, that’s the magic of this job.”
For Students Dreaming of the Driver’s Seat
If you’re thinking of applying to be a Hotdogger, Trey encourages you to lead with personality. “We get thousands of applications. Be yourself. Have an appetite for adventure. Show that you’re curious, people-oriented, and passionate about storytelling.”
“Hotdogger” applications open each winter, and graduates who complete the one-year tour often go on to work in PR, brand management, or even sports marketing. “It’s one of those jobs that makes people stop and smile,” Trey said. “And that’s what great branding is all about.”
