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The Nathan’s Famous 100th Anniversary celebration truly lasted all year long. The year started with our kick-off of Nathan’s Famous Ultimate Fan Nation, as we surprised loyal fans with ultimate Nathan’s Famous Experiences. Including free groceries for a year for a few lucky customers of our retail partners.
Then we started summer off right with Nathan’s Famous 5 Cent Hot Dog Day. Fans lined up at 1am at the Coney Island Restaurant. Coupons were given out to lead customers to our microsite for a special retail offer. In just 3 hours, we made 257,679,008 Media Impressions and over 50,000 retail coupons were downloaded!
Nathan’s Fans earned prizes all summer long with our ticket to fun summer rewards program. Ticket to Fun 2016 saw over 63,000 registrations! More than 113,000 photos were uploaded to the site and the average visit was over 8 minutes.
We also drove incremental sales in-store all summer long, with displays like VONS 100 days of summer.
For the third year in a row, Nathan’s Famous Mobile Tour hit the road to bring the Nathan’s Famous experience to fans across the U.S. and host qualifying events for the Nathan’s Famous Hot Dog Eating Contest on the 4th of July. It was time for the main event. Thousands of fans turned out for the 2016 Nathan’s Famous Hot Dog Eating Contest. Defending champion Joey Chestnut broke his own record by eating 70 hot dogs in 10 minutes. Our total media impressions for the 2016 Hot Dog Eating Contest was over 1 Billion!
On Labor Day weekend, we set the Guinness World Record for longest line of hot dogs. We lined up 1,916 Nathan’s Famous Hot Dogs in Grand Central Station.
The 100th Year of Nathan’s Famous was one to remember. Our total number of PR impressions for 2016 was 5,551,628,490, equaling $15,535,467.52 in publicity value. Including 26 million social media impressions and over one billion total media impressions from the mobile tour.
We look forward to a 2017 filled with new opportunities including our partnership with Major League Baseball. Nathan’s Famous is now a proud partner of the MLB. Stay tuned for the Nathan’s Famous road to the all-star game sweepstakes.
We are also excited to enhance the Nathan’s Famous Brand with a fresh campaign for 2017. 2016 was a great success for Nathan’s Famous. We raised brand awareness, deepened retailer relationships, and are looking forward to a bright future. Stay tuned for 2017 to see what Nathan’s Famous will do next!
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