Wienerschnitzel races to rescue wiener dogs. And lots of other animals, too. For the 24th year in a row, we asked 88 pint-sized dogs to race around a horse track to raise money for a local nonprofit, no-kill animal shelter. And they were happy to do it! (With the help of a few treats and squeaky toys, of course.)
In order to surpass the ambitious fundraising goal, we let our imaginations run wild before we had the wieners do the same.
We set the stage by creating an iconic look. Playful illustrations with a retro-vibe gave a nod to the history of the event while also adding fresh humor to attract attention. Each piece of media was carefully considered to maximize reach. For social media channels, we created quick read comics. For in-stadium staircases, we highlighted (and slightly exaggerated) the stretched shape of our pint-sized racers.
We used the long corridor beneath the track to create the Hall O’ Wieners, paying homage to the last 10 champions. Larger-than-life posters were created, with fun portraits and witty copy to describe how each dog raced to the top.
Attendees also had the chance to step inside a seven-foot doghouse and experience what it was like to be crowned a Wiener National Champion. Families and friends alike flocked to this once-in-a-lifetime photo op.
But we didn’t want the fundraising to end with the races. So we created playful merchandise to be sold at Seal Beach Animal Shelter. From button sets to wiener dog tees, we made sure everyone who supports Seal Beach Animal Shelter is a winner.
So did the results exceed expectations? You can bet on it. $9,400 raised. 7,500 in attendance. 100% of posters were taken home by fans.