A Record-Setting Communication Strategy for Skyline Chili

An iconic heritage brand beloved by Cincinnatians and fans nationwide, Skyline Chili, is known for its signature Coneys (signature chili-topped hot dogs) and unique chili recipe. As the brand approached its 75th anniversary, it sought a memorable way to celebrate with its devoted fans and expand its national presence.

Challenge

Skyline Chili wanted to mark its 75th anniversary with an activation that would:

• Celebrate with loyal fans, both local and nationwide, by creating meaningful, shared experiences.
• Use a record-breaking event as a unifying and inclusive celebration.
• Generate excitement and amplify awareness.

The digital nature of the record-breaking attempt, most hot dog photos shared on Instagram in one hour, required a clear, engaging communication strategy to promote the event and meticulous coordination to ensure submissions followed official guidelines and were properly counted.

Solution

Skyline partnered with Brandience to promote its 75th Birthday Bash and World Record Attempt through a strategic communication campaign. The effort spotlighted the celebration at Cincinnati’s Fountain Square while driving nationwide engagement through a coordinated digital activation.

Key Elements:

1. Robust Pre-Event Promotion: Leveraged social media, email marketing, and the Skyline Chili website to build anticipation and educate fans on how to participate correctly, either in-person at Skyline locations or online.
2. Influencer Partnerships: Engaged local and national influencers to amplify the message and drive participation.
3. Clear, Exciting Communication: Messaging was crafted to be enthusiastic and easy to follow, ensuring fans understood how to join the record attempt and have their posts count.
4. Meticulous Coordination: A dedicated team monitored and validated Instagram submissions in real time to maintain the integrity of the Guinness World Record attempt.

Results

• Thousands of fans participated both in person and online, successfully setting a new Guinness World Record, more than doubling the previous record for submissions.
• The campaign united fans from coast to coast, reinforcing Skyline’s brand identity as a beloved, community-driven brand.
• The event generated significant earned media and social media buzz, boosting brand visibility.
• The campaign deepened emotional ties with loyal fans while attracting new ones through a fun, inclusive celebration.

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