Nathan’s Famous is no stranger to crowd-roaring events — or to breaking records. After its successful Memorial Day event featuring the record attempt for Most people taking selfies, Nathan’s Famous enlisted Guinness World Records™ again to celebrate its 100th anniversary.
Coinciding with Labor Day weekend — a significant holiday for Nathan’s Famous given its hallmark affiliation with grilling — the anniversary celebration leveraged the excitement
of record breaking and the lure of its iconic hot dog.
The Record: Spelling out “100” to mark its anniversary, Nathan’s Famous and agency partner, Breaking Limits, lined up a record-breaking 1,916 hot dogs while a salivating crowd looked on—including hot dog-eating champion, Joey Chestnut. Guinness World Records adjudicators measured and declared the record broken for the Longest line of hot dogs.
Event Day Amplification: A takeover of Grand Central Terminal set the stage as fans relished free samples from the successful attempt. To inspire worldwide participation, Nathan’s Famous employed the Guinness World Records name; on-site, fans ”snapped” the scene using a custom Snapchat filter while online viewers engaged with a Facebook Live broadcast to get in on the action.
Post Attempt Engagement: By leveraging the reach of Guinness World Records, Facebook engagement nearly doubled. To this day, Nathan’s Famous continues to do “throwbacks” to commemorate the event across its channels.