Brand JOY: Nathan's Hotdogs and the Power of Playfulness
Held annually on July 4, Nathan's Hot Dog Eating Contest takes place in Coney Island, NY.
This contest is a prime, if absurd, example of how brand joy can be fostered through a distinctly American celebration. Nathan's Famous Hot Dogs hosted their inaugural competition the year they opened, in 1916.
Now, with over 100 years under their belt, thousands of spectators every year travel to this small, carnivalesque island to watch competitors guzzle hot dogs, but more importantly, to try the famous hot dogs themselves and visit the long-standing hot dog institution. This year, an astonishing 40,000 people descended on to Coney Island to witness this event.
This year, however, things were different. Long-time hot dog-eating champion, Joey Chestnut, was not in attendance. He recently signed a contract with a competitor to Nathan's, so he was not allowed to partake this year. This comes after Joey ate a record-breaking 76 hot dogs in under 10 minutes. Spectators, both young and old, carried signs with remarks like “Free Joey Chestnut” and “America loves Joey.”
Despite the reigning champion's absence, the atmosphere was electric. People were chanting, drinking beer, and there was a buzz of excitement among the spectators. For the first time in 19 years, there would be a new champion.
At BAMM, we were interested to see how Nathan's has solidified itself as a brand that taps into a specific type of joy: playfulness through the sportification of one food - the iconic hot dog.
Coney Island, when not flooded with thousands of spectators for a hot dog eating competition, is an amusement park and beachfront. Even without the competition, Coney Island is inherently playful, boasting roller coasters, bumper cars, and various other attractions that facilitate fun for all ages. It is quintessential Americana and serves as a perfect backdrop for this competition.
Upon arriving, we felt like we had entered a bustling, rag-tag community of hot dog fanatics. Hot dog hats, t-shirts, and of course, hot dogs, were all in abundance. We even saw someone dressed in a full hot dog suit, selling hot dog action figures.
Amongst the crowd, people of all ages were chanting, creating an atmosphere akin to a sporting event. Leave it to Americans to make eating, especially hot dogs, a competition. We spoke to a group of Gen-Zers who have been coming to the contest for four years in a row. One of them reminisced about last year's experience, where they had a blast despite being rained on. The enthusiastic spectator took it upon himself to hand out free ponchos and beer to participants who needed cheering up.
As it gets closer to the competition, groups of people debate who will win, some having bet money on specific contestants. It truly started to feel like we were at a sporting event, which to my surprise, it turned out to be.
Under the beating sun, each contestant is introduced with a theme song, reminiscent of the infamous walkout songs of professional wrestlers in the WWE. The sheer absurdity of the event - the introductions, musical performances, and watching adults try to eat as many hot dogs as possible in 10 minutes - creates an energy I have rarely, if ever experienced.
Yes, the contest is the main event; however, another tradition follows the competition. After the trophies were handed out and the contestants made their final remarks, the entire crowd (or what felt like it) made a beeline to the brick-and-mortar Nathan's restaurant. Within minutes, huge lines formed - as if the competition itself had whetted the appetite of the thousands in attendance.
Nathan’s is a window into an America of yesteryear, where playfulness is matched with irony, excess, abundance, humor, and cheap Stars & Stripes merchandise. It evokes feelings of joy that bring everyone together, whether you're 19 or 90 years old. It's a reminder to everyone to have fun and not take life too seriously. And with practice, you might even be able to eat 58 hot dogs in less than 10 minutes.
Words: Ethan Mazursky, Photography: Sophie Hatch
Top Photo from New York Daily News