Slingshot in partnership with Pedestrian TV today launches a ‘Where’s Weiner’ activation as part of its campaign to promote the DVD launch of adult comedy Sausage Party.
People in Sydney and Melbourne have the chance to win $2,000 if they track down ‘Frank the Sausage’ – the lead character in the hit Universal Sony movie – who will be travelling around both cities from 12.30pm today.
Sausage Party is a computer-animated comedy that follows Frank as he tried to find out about his existence and goes on a journey with his other food friends to escape his inevitable fate. It features the voices of Seth Rogen, Kristen Wiig, Jonah Hill, James Franco, Paul Rudd, Edward Norton, and Salma Hayek and was the highest grossing R-rated animated film of all time in the US.
Pedestrian will amplify the hunt for the weiner through native and social during the day, with clues on his whereabouts released from 11.45am on its Snapchat. Editorial, video, display advertising and social will be used to support the activation.
The first person to find Frank and repeat a specific quote from the film, which will also be revealed on Snapchat, will win the cash prize, with runners up getting Sausage Party activity books and Frank the Sausage toys.
Bridget McKeon, senior product manager at Universal Sony said, “I think the activation is an innovative concept that will allow us to target a hard to reach demographic with authentic content.”