Publicity events are rarely as fun, memorable and effective as those involving a Guinness World Records record attempt. And throughout its 60-year history, Guinness World Records unique fact-keeping has been harnessed by companies looking to attract media attention for their product or cause.
The company has helped brands and businesses both big and small to create record-breaking campaigns, enabling them to engage face-to-face with an audience at live events, as well as through irresistible viral content.
Below, we’ve listed 10 top record attempts that have earned brands and organisations a place in record-breaking history and an unforgettable slice of exposure!
1. Nexen Energy
Last September, employees of the oil and gas company helped turn Calgary, Canada into a real-life Gotham City by claiming the title for the largest gathering of people dressed as Batman.
A grand total of 542 caped crusaders donned their best costumes as part of an effort to raise funds and awareness for a local United Way — an altruistic act that could’ve put a smile on even Bruce Wayne’s face. The record-breaking turnout garnered 72 million online views as well as coverage by major news outlets such as The Huffington Post Canada and USA Today.
The famous roast-beef chain wanted people to fully understand the painstakingly dedicated process that goes into making its latest menu item, the Smokehouse Brisket sandwich. To get the message out, Arby’s decided to show the brisket’s slow-cooking process — all 13hr 5 minutes and 11 seconds of it -– during the longest television commercial ever aired.
In accordance with official record guidelines, the spot needed to air on a licensed television channel in a normal broadcast slot. So on May 24, 2014, Arby’s bought all the airtime on My9 KBJR-TV in Duluth, Minnesota, USA.
The campaign was a social media success and was picked up by popular news outlets and blogs.
3. Estée Lauder
Estée Lauder dazzled the globe back in 2011 with a record attempt to mark the 11th anniversary of its Breast Cancer Awareness Campaign ‘Global Landmark Illuminations Initiative’.
The world’s media followed the Estee Lauder team around the globe as they sped across 24 countries illuminating 38 landmarks. Utilising iconic structures around the world such as Dubai’s Burj Al Arab and the Taj Mahal Hotel in India, the cosmetics firm set a new record title for themost landmarks illuminated in 24 hours.
The event ended in fanfare at New York City’s Empire State Building when Elizabeth Hurley accepted the Guinness World Records certificate.
4. LEGO Budapest
The sky was the limit last summer when a group of official Lego Builders were joined by a group of local school children in Budapest, Hungary to create the tallest structure built with interlocking plastic bricks.
Intended to draw tourists to Saint Stephen’s Basilica in Budapest, the impressive structure took four days to construct and reached an incredible 114 feet high. In total, the structure used over 450,000 colorful lego blocks, with the placement of the final piece coming from district mayor Antal Rogán.
5. Fiji Airlines
As part of a rebranding campaign from Air Pacific to Fiji Airways, the airline capitalized on the popularity of Fiji as a honeymoon destination to give five Kiwi couples a wedding like no other.
Passengers aboard a Fiji Airways flight from Auckland, New Zealand to Nadi, Fiji, were treated to a heart-warming scene as the five couples set a new record for the highest altitude weddingon an aircraft at 41,000 feet.