The Not Hotdog app launched an in-story campaign that had the engineering savvy to back up the very technology it parodied. Utilizing mobile cameras and artificial intelligence, Not Hotdog accurately distinguishes whether objects are “hot dogs” or...“not hot dogs.” The app is designed to get a laugh, but there is serious programming in the backend. Developed using open source technology, including Tensorflow from Google and Keras, Not Hotdog was trained on 150,000 images.

The Not Hotdog app was announced across Silicon Valley’s official social channels. A spoof Bloomberg Technology segment served as the key announcement asset, and all posts directed fans to a download page decked out with in-story copy. After downloading the app, fans went wild, snapping photos of both hot dogs and not hot dogs, and sharing their results. Follow the initial wave of photos, many fans put the app’s tech to the test, going to great lengths in their attempts to trick its hot dog-distinguishing capabilities.

Not Hotdog generated a flurry of press coverage around Silicon Valley, garnering a review from TechCrunch, stating, “The engineer behind the viral spoof…probably put more thought into his AI than at least one AI start-up.” The app has over 140,000 downloads and counting since launch and generated thousands of social shares across Twitter, Facebook and Instagram.

Designed as a world-building digital extension, Not Hotdog went live after series regular, Jian-Yang, developed hot dog-distinguishing technology on the show. It was released for iOS and Android under Jian-Yang’s company name “SeeFood Technologies.” To announce the official launch, HBO partnered with Bloomberg to create a spoof segment with real tech reporter Emily Chang and Jian-Yang, further blending show and reality.

Blending show and reality Not Hotdog went live following the development of hot dog-distinguishing technology in the show. The app was created as a humorous story extension and aimed to accomplish several objectives: use innovative technology as a means for world-building, spark social conversation amongst fans, and create a hilarious hot dog-infused cultural moment around the Silicon Valley brand.