As Will Farrell as Harry Carry made us all aware: Hotdogs are items of deep mystery. If you were a hotdog, would you eat yourself? Is a hotdog a sandwich?

I want to tip my hat to Oscar-Mayer . Here’s a shoutout for a very clever marketing idea. On National Sandwich Day, Oscar-Mayer launched a (sadly) 24-hour hotline for people to call to talk about whether hotdogs were sandwiches or not.

People got a little heated and even other brands got involved. Jimmy Johns took up for sandwiches. In general it was a very fun promo, some folks had strong feelings about the issue:

How often does a brand stir controversy while keeping it family friendly and not a PR disaster? Almost never. They got people talking about their product and brand in a fun way and no harm was done. I think the part that made it really work was the inclusion of the “hotline.” A low cost but brilliant solution to help give people some fun way to engage!

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