Dreamworks Animation

The Results

Broadcast Stories
Online Coverage
58 news sites
Total Number of Impressions
54 million

The Brief

To announce the release of MEGAMIND - the 3D animated superhero comedy starring Will Ferrell and Brad Pitt - DreamWorks Animation wanted a truly mega publicity stunt. DreamWorks Animation tasked Guinness World Records with creating a record attempt that would generate global publicity, engage superhero fans and kick start MegaMonth, an official month dedicated to mega-events around the U.S. that would build excitement around the movie's cinema release.

The Solution

Guinness World Records wanted a record-breaking publicity stunt that would live up to the film’s MEGAname. An official Guinness World Records attempt for the Largest gathering of Superheroes created a high-profile event that would connect fans with the mega-stars of the film. Pre-event publicity generated consumer excitement and superhero fans came from around the world to join the official MEGAMIND record attempt. The record publicity ensured that cinema audiences across the U.S. were awaiting the release of MEGAMIND.

"When you're saying you are going to break a Guinness World Records title it brings an event more to life than just saying we're having a photocall for a superstar coming out, so the framework is wonderful and the added layer the adjudicator gives us is a great bonus."

— Alicia Wyld - SVP Field Marketing & Promotions - DreamWorks Animation