TikTok Launch

TIKTOK
LAUNCH

Nathan’s Famous

When Nathan’s Famous wanted to be as famous online as they are in backyards across America, we got things cooking, creating a TikTok channel and partnering with a 55-time world food eating champion.

Agency

22Squared

Role

ACD Art Director

OVERVIEW

Nathan’s Famous asked us to help them increase their social presence. To do this, we launched Nathan’s Famous Hot Dogs Official TikTok channel, Nathan’s Original Franks. To ensure its success, we created a launch plan, shot and built a series of TikTok videos, and enlisted 55-time World Food Eating Champion Joey Chestnut to create content to promote our new TikTok channel.

Joey Chestnut: TASTEFUL DEBATES

To help bring Nathan’s social media role of debate curator to life and get people to engage with us, we created a TikTok series that featured Joey sharing where he stands on some of the all-time great debates such as, "Is a hot dog a sandwich?" and "Do condiments belong in the fridge or on the table?"

JOEY CHESTNUT: ASK ME ANYTHING

To leverage Joey’s fame and larger audience, we hosted an AMA on our TikTok that featured Joey answering a series of questions submitted by fans from across Nathan’s social channels.

EVERGREEN CONTENT

To ensure our TikTok channel was not contingent on content with Joey, we also created a series of TikTok videos based around current TikTok trends that were easily repeatable.

PIT BOSS: PARTNERSHIP

Before we began shooting TikTok content ourselves, we utilized content shot by Pit Boss, which we edited to insert the Nathan’s brand in the "FoodTok" space.

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