CSR & Employee Engagement

Employ the power of record-breaking to unite and inspire your employees to be the world's greatest!

No matter what challenge you're facing, when it comes to driving business performance, there's nothing more important than a committed and cohesive workforce. 


Our corporate record-breaking solutions incorporate the ultimate accolade of prestige and strength- an official Guinness World Records title challenge adjudicated by an official judge, designed to energise employees and bring teams together in a shared sense of achievement and reaffirm the belief that anything is achievable.

All record challenges are custom-built to bring to life key messages with authenticity while providing employees with a unique teambuilding experience and once-in-a-lifetime opportunity to discover what it means to be a record-breaker.

Event formats can be tailored to fit any context including:
  • Conferences 
  • Staff parties 
  • Leadership away-days
  • Training courses 
  • SPIF days

Below are examples of leading businesses that have used a Guinness World Records Official Attempt for employee engagement and CSR initiatives.

Samsung Electronics UK

Following the successful launch of the Galaxy S5 and Gear Fit, Samsung wanted to reward their high-performing marketing team with an activity both aligned with the nature of the products and to reaffirm their culture of innovation. The challenge needed to be suitable for a large group and broad demographic and needed to embody the brand proposition; for Samsung innovation isn’t just about impressive technology, it’s about improving everyday life. In order to achieve this, Samsung places great emphasis on ensuring their employees themselves are empowered in the same way. A bespoke series of record-title challenges across 3 zones were created for 180 employees to experience working towards a shared goal across different team dynamics. Challenges included the Fastest time to eat a KitKat, reflecting the Android’s Kit Kat OS and a leaderboard was used to log the best attempts within each zone. At the end of the qualifying rounds; the table-topping teams took part in an official record attempt with a Guinness World Records Adjudicator.

GAP

Gap was bringing together its European sales and marketing teams for a three day event in the UK. The aim was to encourage bonding between the pan-European teams and bring Gap’s four cultural cornerstones – Think, Inspire, Do, Deliver – to life. The largest game of Four Corners was played by 261 participants at an event organised by Gap Europe, at Center Parcs, Longleat Forest, Warminster, UK, on 17 October 2012.

PwC US

"Earn Your Future" is a five-year commitment to youth education aimed at utilising the skills of PwC staff to improve financial education across young Americans by working with schools and youth organisations. Guinness World Records created an event for schools across Southern California, Arizona and Nevada that aligned with the firm’s commitment to youth education and financial literacy. The solution engaged staff, raised widespread awareness about PwC’s commitment and involved over 4,000 students.

Astro Malaysia Holdings Bhd (Astro)

Astro Malaysia is Malaysia’s leading integrated cross-media group. Astro Kasih, the company's CSR arm wanted to raise global awareness of environmental preservation, promote marine conservation and engage the local community to play their part. The Longest underwater clean-up was a non-stop 168 hour marathon of removing refuse from the reefs around Tunku Abdul Rahman Park, Sabah. To launch the campaign, Astro executed publicity across traditional and social media to invite participants worldwide to be part of the attempt. The attempt involved 134 volunteer divers from Malaysia, Australia, France, Hong Kong, Lithuania, Netherlands, New Zealand, UK and USA. The campaign received widespread international media coverage including a special feature aired on The Discovery Channel with coverage AVE totalling £640,000+ and Facebook saw 1 million+ users a day during the attempt. The initiative also won 2 awards at the International Business Awards.

Accenture

When the Accenture Management Consulting and the company’s Technology Growth Division in Ireland hosted a conference under the theme of leveraging the power of collaboration, relationships and insight, Guinness World Records was asked to create an experience which supported these values but would require minimal training and equipment. The most people performing the Whigfield dance is 255 and was achieved by AMC & TGP Accenture Ireland (Ireland) in Dún Laoghaire, Dublin on 17th May 2013.

Think Finance

Think Finance, an innovator in financial services, had ended a record-breaking sales year and wanted to celebrate with a record all its employees could take part in. The company was looking for a record that would be fun, engaging and relevant to the industry. The most coins tossed into a target area by a team in one minute is 289, achieved by Think Finance (USA) in Forth Worth, Texas, USA, on 24 January 2013.

Three Mobile

Three was set to refocus its brand strategy to be the “network designed for data” and was merging sales teams from across the UK. The company approached Guinness World Records for a record concept which would act as an ice-breaker to start their conference, encouraging people to get to know each other and inspiring team work. The longest 'over and under' line consisted of 721 participants and was achieved by Three UK, at Wembley, UK, on 26 June 2013.

Vodafone

Vodafone, the world’s second largest telecommunications company, wanted an experience which could be incorporated in the Christmas party at its Newbury offices. The record should reflect the brand’s values of speed, simplicity and trust, and of course reflect the festive theme. The longest Christmas cracker pulling chain was achieved by 566 participants at the headquarters of Vodafone (UK) in Newbury, Berkshire, UK on 1 December 2011.

Bunzl

Bunzl, the UK’s leading distributor of non-food supplies to the hospitality and conference industries, was hosting its annual sales conference at London’s O2. The brand approached Guinness World Records for a fun solution which would engage everyone at the conference, utilise its products and occupy up to two hours of the conference schedule. The largest coloured water mosaic consists of 80,656 cups and was created by Bunzl Catering and Hospitality Division (UK), at the O2 Arena, London, UK, on 27 January 2012.

Tesco

Tesco is the headline sponsor of Stand Up To Cancer, the charitable partnership between Cancer Research UK and Channel 4, and wished to engage its staff around the UK with this CSR initiative. Tesco used the multi-venue record to connect stores around the UK and it also became central to the annual company conference at London’s ExCel. The most people standing on one leg simultaneously at a single venue is 2,276 and was achieved by Tesco (UK) at ExCeL London, in London, UK, on 18 October 2012.

Dimension Data

Dimension Data, a global ICT specialist, was looking for a fun idea to round off its annual sales conference for its network services division. The record idea needed to be simple enough to present as a surprise to delegates and demonstrate the alternative nature of the company. The most bow ties tied simultaneously is 417 and was achieved by Dimension Data Network Services Ltd (UK), in Birmingham, UK, on 23 November 2012.

Genentech

Genentech, a founder in the biotechnology field, was looking for a team-building activity that would involve all of the company’s employees. The record needed to be related to its overall mission statement and be a long-lasting memory for the company and industry. The largest human DNA helix was 2,640 participants, and was achieved by employees of Genentech, Inc. (USA) at the Genentech campus in South San Francisco, California, USA, on 21 April 2011.

Garnier

Garnier Canada was interested in a team-building exercise for its national sales meeting. The record needed to excite and inspire the sales force, while ensuring they work together, and fit in with the meeting’s theme: ‘History Will Be Made’. Several months later, IBM decided to challenge Garnier Canada with the same record at the IBM Summit. The longest handshake chain involved 188 participants, and was achieved by Garnier Canada (Canada) at the Gran Melia Cancun in Cancun, Mexico, on 31 January 2012. The longest handshake chain involved 2,380 participants and was organized by IBM Smarter Commerce (USA) at the Smarter Commerce Global Summit in Lake Buena Vista, Florida, USA, on 5 September 2012.

Mad Science

Mad Science, a leading science enrichment provider for children, was looking for a fun, relevant event for their annual licensees conference. The record had to be scientific in nature and appeal to the fun, lively personalities of the group. The most baking soda and vinegar volcanoes erupting simultaneously is 294 and was achieved by Mad Science Group (Canada), in Montréal, Québec, Canada, on 11 April 2013.