Introduce record breaking to your brand activations with Guinness World Records

Advertising agencies behind the most famous internet ads are increasingly betting on campaigns that go beyond the screens. When they are done well in the real world, brand activations are a positive force for companies.

Guinness World Records is an expert in helping companies with this challenge. Through our consultancy, we suggest records that can be used in diverse marketing activities to create unique campaigns.

Whether launching new products or celebrating important dates, advertising agencies can think outside the box and use world records to their benefit.

Some of the largest companies and brands have already taken advantage of record breaking. Brands have not only gone on to become record holders but also won prestigious awards, such as the Effie Awards MENA.

See below three fantastic activations with Guinness World Records that captivated attention and created an impact on each brand's audience.

WestJet

The Canadian airline celebrated its anniversary in 2017 with a historic activation. In partnership with the agency Rethink Communications, the company hired Guinness World Records to find a record that reflected one of the company's main products - a flight between Toronto, Canada and Las Vegas, Nevada, USA.

Vegas is known for its glamorous nightlife, and we presented the idea of projecting a roulette wheel that would be visible from an airplane. If successful (and it was, reaching 785,398 m²), it would be the largest circular projection in the world. 

During the record research, the Guinness World Records team informed the company that the projection was so big that it could be considered for a second record title: largest light output in a projected image.

On the night of the attempt, WestJet asked passengers on board to look out the window. That’s when the giant light wheel spun, just like in the casinos. In the centre, it projected the seat number of a passenger, who won a VIP upgrade for their vacation in the city.

Although only one person won the prize, the other passengers received a goody bag with gifts and discounts. It was a day to remember.

Budweiser

For their summer campaign in 2018, Budweiser (United States), along with the agency Mosaic, teamed up with Guinness World Records to create an event that would kick off the new season.

To honour the community of St. Louis, Missouri, which is passionate about barbecuing, the Budweiser team agreed to organize an attempt for the records title of the most people grilling/barbecuing simultaneously.

The well-known beer company launched a large campaign on radio, newspapers, and flyers to gather as many people as possible for the event. On the day of the attempt, they managed to gather 564 people, setting a record title.

It was quite a feast, but five years later, the city of Ishigaki, Japan broke the record with 2,220 barbecuers. 

Coca-Cola

The soft drink giant also decided to run a campaign with Guinness World Records in 2017. In the brief, the suggested record involved creating the first 3D robotic billboard. It was an impressive structure of 2262 ft² 117 in², that interacted with the environment. The construction was so impressive and innovative that it won another record title: largest 3D robotic billboard.

The moving LED lights impressed passersby walking through Times Square in New York. The creativity of the project not only provided amazing moments; it also won industry awards.

The campaign launch won the interactive innovation competition at SXSW the following year, in the responsive design category.