A SUMMER promotional mainstay, the mobile marketing tour of the Oscar Mayer Wienermobiles, is being rebooted as a cross-country road rally in a change that is emblematic of how Madison Avenue is remaking event marketing under the influence of social media.

The revamped tour, called the Wienermobile Run, is to be announced on Monday by Oscar Mayer, part of the Kraft Foods Group. To encourage consumers to follow the promotion on social media like Facebook, Instagram and Twitter, the young men and women who drive the six Wienermobiles — Hotdoggers, in Oscar Mayer parlance — are being organized into teams.

Each team’s vehicle gets its own name — among them, Autobuhn, DriftDog and SpeedyWiener — and hashtag. The teams will race around the country accumulating points as the drivers perform tasks or challenges submitted by the public on a Web site, wienermobilerun.com.

“People have interacted with our Wienermobiles for decades,” said Tom Bick, senior director for integrated marketing at Oscar Mayer in Madison, Wis., by, for instance, waving as they drove past or “visiting them in the parking lots of supermarkets.”