Challenge: Oscar Mayer was losing the dog wars. Ballpark had MLB and the stadiums, Nathans had their Coney Island hotdog eating contest... Oscar needed an angle.
Solution: The frank is the unsung hero of the BBQ. Guys named "Frank" are often the unsung heroes of America. So, we encouraged Oscar Mayer to find (and celebrate) America's greatest Franks. On facebook, people could nominate Franks, vote for their favorites, or simply "thank a Frank" for being great.