What better way of testing the odour-fighting capabilities of a new deodorant than to hang seven athletes from a bridge and ask them to compete for the most consecutive butterfly pull-ups hanging from a bridge world record?
This is exactly what Procter & Gamble (P&G) Latin America did last September to launch their new Gillette Sports antiperspirant.
In a bid to prove that the product keeps you fresh while working to the maximum, Gillette pitted seven athletes from seven Latin American countries against each other, with the winner walking away with a Guinness World Records title.
The head-to-head record challenge took place simultaneously across seven attempt locations, with the entire event broadcast live on YouTube, allowing viewers to flick between cities to watch the action.
Each athlete performed the pull-ups on a different iconic bridge - in Panama, for example Gabriel Fung completed his record attempt on the Centennial Bridge which spans the Panama Canal.
Athletes that took part included Fernando Menoncello (Brazil), Andre Castaneda (Peru), Carlos Miguel Diaz (Colombia), and Nicolas Busso (Argentina).
In the end, two athletes walked away as record holders, with Nicolas Spencer in Santiago, Chile and Israel Cortes in Mexico City, Mexico both managing an incredible 51 pull ups.
The Gillette team kicked off promotional activity one month prior to the event to build awareness and anticipation across digital and social platforms as well as POS advertising.
Post-event, the attempts received widespread coverage and the team also maximized use of branded digital content from the events, featuring the official Record Holder logo, across social and digital channels.
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