Over 1,000 people took to the field at Twickenham Stadium, UK for the Largest scrum to mark the launch of public ticket sales for the Rugby World Cup 2015. The attempt perfectly embodied the campaign headline,"too big to miss" and participants included members of the armed forces, Rugby Football Union members and country-wide volunteers. The video received 34,000+ Youtube views and Twitter activity +134% on the attempt day.
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Unilever Food Solutions were launching a new commercial range of Hellmans sandwich spreads. The key USP was the ease of spread-ability - enabling commercial clients to fulfil customer orders with speed especially during peak periods. Hellman’s turned to Guinness World Records for a record title challenge that would truly bring to life this USP with an unquestionable stamp of credibility. A record-challenge for the Most sandwiches made in one hour took place at the Unilever staff restaurant in Belgium. In order to truly resonate with their core customer and cement the USP claims of the product, Unilever staff and chefs completed the challenge.
Mazda wanted to activate their sponsorship of the CA Brive Corrèze Limousin team with a PR stunt to engage Rugby fans and the media. Following a Top 14 league match between home side CA Brive Corrèze Limousin and Bordeaux, both sets of supporters took part in a Rugby ritual - a record title attempt for the Largest haka. Over 4,000 participants performed the traditional Māori war cry dance on the pitch, attracting widespread national coverage with an audience reach of 1.6million. The event also gathered huge digital interest with online media coverage reaching 22million+
Audi City combines digital innovation with the strengths of retail enabling visitors to configure and individualise their desired car from millions of possibilities and to experience them at a true-to-life scale on large 'Powerwalls'. In 2014 when launching their third digital showroom in Berlin, Audi wanted to enable the public to interact with the technology, while also highlighting the brands reputation and leading position in the digital marketing and distribution sector. An attempt for the Most participants in a racing videogame relay was organised to coincide with the Le Mans 24 Hours race. Visitors were invited via social media to take part in a a virtual race contest inside of the Audi City locations, with the driver of the fastest lap winning a weekend with the Audi RS5.
Tesco Lotus 'Go Go Goal’ campaign aimed to celebrate the 2014 FIFA World Cup and inspire healthy living. The wider campaign saw all stores offering discounts on party food and drink and bonus offers for clubcard holders. As well as instore promotions, Tesco Lotus organised daily 'Zambarobic' dance classes blending the Brazilian samba and fitness craze, Zumba. As a spectaular campaign finale and to mark the World Cup opening, Tesco Lotus organized a record attempt for Largest Samba Dance.
Nestlé NIDO® wanted an activation event to bring to life their 'I Love Mama' campaign on Mother’s Day. Guinness World Records created a record title for the Largest greeting card, filled with 8,000 paintings from children. Over 35,000 children's painting were submitted by mothers through an online gallery during the campaign. On Mother’s Day, Nestlé NIDO arranged a day of family activities at Dubai Mall where they unveiled the greeting card filled with a selection of 8,000 children's paintings. The campaign reached 18 million on Facebook and generated 21 million impressions.
In Germany, Samsung was set to launch its GALAXY S4 Zoom, the latest in its highly successful smartphone series. The brand wanted a mechanic that would demonstrate the powerful photographic features of the new model. A Guinness World Records attempt which combined its consumers photographic passions and social media proved the ideal solution. Samsung created a facebook app and asked fans to upload their best pictures. A selection of 23,000 of which became part of the Largest photobook.
P&G has just launched a new washing-up liquid in Malaysia called JOY. The new product claims to be five times more powerful than competitor products. To support the product launch, and showcase the efficiency of JOY, P&G took on the challenge to create the Longest line of washed plates in the world. To truly put JOY to the test, the brand undertook the record-breaking challenge using just one bottle of JOY liquid. The longest line of washed plates consists of 26,213 plates and was achieved by JOY from P&G (Malaysia), at the National Stadium in Bukit Jalil, Kuala Lumpur, Malaysia on 14 September 2013.
Ariel first launched 50 years ago and is now one of the world’s most popular washing detergents. P&G was launching Ariel in South Africa and wanted to showcase its cleaning power to expectant consumers. A live event based around a record attempt for the Most people hand-washing fabric simultaneously gave an impactful demonstration of Ariel and context for product sampling. Such was the success of the event, when Ariel launched in Vietnam a month later P&G employed the same engagement technique and snatched the world record title. The most people hand-washing clothes simultaneously was 1,009, achieved by Ariel Detergent, Johannesburg, South Africa on 1 May 2013. The current record is 1,968 and was achieved by Ariel Detergent in Ho Chi Minh, Vietnam, on 15 June 2013.
Sears, the leading home appliance retailer in the US with 2,500 stores, is the official retail sponsor of the Warner Brothers movie “Man of Steel” – the hotly anticipated return of the Superman film series. As it competed against almost 100 other promotional sponsors, Sears wanted a solution to emphasise its association with the movie. With a record-breaking attempt which combined the new Superman costumes and Sears employees, the brand delivered +104 million media impressions. The largest gathering of people dressed as Superman was 566, achieved by Sears Holdings Corporation (USA) in Chicago, Illinois, USA on 5 June 2013.
In Thailand, Smirnoff was launching a new range of melon flavoured vodka and Ready-To-Drink beverages. However due Thai advertising regulations, the direct promotion of alcohol is prohibited. To announce the new product range a Guinness World Records title was envisaged to bring the new flavour to life. With the world’s Longest anamorphic painting, in Bangkok’s iconic Siam Central shopping centre, Smirnoff invited consumers to “Dive Into a World of Melon” and experience the new drinks. The longest anamorphic painting measures 165.635 m (543 ft 5 in) and commissioned by Smirnoff at Siam Center in Bangkok, Thailand, on 29 August 2013.
Sony Pictures was launching the first Smurfs movie in 35 years and doing so in spectacular 3D with a star-studded celebrity cast. Ahead of its global movie theatre release, Sony Pictures needed a truly newsworthy event which would secure media interest. With the help of Guinness World Records, Sony Pictures created a worldwide record attempt that united 11 countries within 24 hours, Sony Pictures was able to deliver global news coverage and communicate to the world that The Smurfs 3D was in cinemas now. The largest gathering of people dressed as Smurfs in multiple venues is 4,891, organized by Sony Pictures in 11 countries to celebrate the release of The Smurfs 3D, on 25 June 2011.
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. Guinness World Records was tasked with creating a record attempt that would generate global publicity. The resulting record event, Largest gathering of superheroes, not only engaged superhero fans but the general public and built nationwide excitement around the movie's cinema release. The most people dressed as superheroes was achieved by 1,580 participants, achieved by the DreamWorks movie Megamind, in Los Angeles, California, USA, on 2 October 2010.
Mall of America, which welcomes 40 million visitors annually, was opening the new Teenage Mutant Ninja Turtles Shell Shock ride at the Nickelodeon Universe theme park and wanted to celebrate. To engage TMNT superfans as well as general public, Mall of America hosted an attempt for the Largest gathering of people dressed as Teenage Mutant Ninja Turtles which united everyone in a celebration of the new attraction. The largest gathering of people dressed as Ninja Turtles is 836 achieved by Nickelodeon Universe (USA) at the Mall of America, Bloomington, Minnesota, USA, on 17 March 2012.