Social Media Engagement

Tagstand provided N.F.C.-enabled wristbands that allowed guests to vote for their favorite roll with a tap of their wrists.

Guests could also opt to link the bracelets to their social media accounts, allowing them to tap the prox cards against signage to check in on Facebook, tweet preset phrases, win a V.I.P. gift bag, or download the official Rumble playlist.

The DJ booth and Fuze's iced tea stand resembled old-school Coney Island carnival booths.

The Stella Artois beer bar and Bordeaux wine bar were built to look like boardwalk concession stands.

Last year's winner, Maine's the Clam Shack, reclaimed the top prize once again, keeping it simple with fresh lobster and melted butter on a sweet roll.

Inside the Tequila Don Julio-sponsored V.I.P. lounge, metal barstools, succulents, and Mexican papel picado banners created an industrial chic atmosphere that blended seamlessly into the event's summery feel. Guests could gain access to the lounge—as well as get curated gift bags and early access to the event—by purchasing $250 V.I.P. tickets instead of the $150 general admission tickets.

Tequila Don Julio created four signature cocktails for the event. A voting stand next to the central bar let guests tap to pick their favorite drink, and the live results were screened onto the venue's walls. The winning drink was the Piña Picante, made with tequila, pineapple, agave, lime, and black pepper.

V.I.P. guests received tote bags stuffed with swag from companies like Bliss, Dean & Deluca, OXO, and Brooklyn Slate Company. Guests could also pick up foam lobster claws.

Tasting Table's planning team tapped event designers We Came in Peace to create a vintage Coney Island boardwalk atmosphere. A fabricated entrance arch displayed sponsor logos and a lobster claw surrounded by marquee lights. Staffers dressed as lobsters roamed the crowd.

Some eateries offered less traditional submissions, like Marc Murphy of Ditch Plains, who served a Sabrett hot dog on a roll, topped with a dollop of lobster mac 'n' cheese.

Voting results were displayed in real time via a digital scoreboard projected onto the walls around the venue.

Guests could pose atop a giant wooden lobster at the photo booth station.

Guests at the ASOS Penthouse in Miami received free swimsuits from a tweet-activated vending machine.