How To Make Your Brand a Hero
No matter what age you are, we’ve all likely heard of Guinness World Records. Chances are you probably were given the infamous book for Christmas and spent hours learning about extraordinary and inspirational people who have achieved the ultimate accolade of a Guinness World Record title.
From the Shortest Adult and Longest Fingernails to the Farthest Eyeball Pop and Largest Afro, Guinness World Records even holds a world record of its own, as the best-selling copyrighted book of all time, exceeding 100 million in sales, more than the Bible.
Combine Authority and Imagination
How can we leverage the power of Guinness World Records, the global authority for record-breaking, for clients and businesses who have a new product launch, an anniversary or event?
Much more than a book, Guinness World Records helps marketing, advertising and PR agencies by offering unique creative solutions that harness the power of record-breaking to amplify a campaign or message through newsworthy, engaging and sharable content that also delivers ROI for clients.
How Does It Work?
Record-breaking is completely free. However, Guinness World Records offers a fast-track and consultancy service that partners with agencies to find new or existing records to break. There are three essential criteria: the record must be specific, it must be verifiable and it must be breakable.
For a reasonable licensing fee, an official GWR adjudicator will instantly verify results from a record attempt at an event or launch, providing an instant media opportunity for photo calls and certificate presentations, interviews with a brand ambassador and visual content to entice journalist attendance.
Whether your client is a family-owned independent business or a global brand, the power of record-breaking truly means you are forever known for being the best in the world at something—assuming you achieve the record of course!
What Do Good Brand Attempts Have in Common?
Honestly, they take what is typically mundane and turn it into something worth talking about, worth watching and worth sharing.
LG Electronics did this brilliantly by using the power of storytelling to get audiences engaged for the launch of its new washing machine.
To demonstrate the new machine had significantly reduced vibrations, LG teamed up with professional card stacker and Guinness World Records title holder Bryan Berg to break the Guinness World Records title for the Tallest House of Cards Built in 12 Hours.
The structure was built on top of the new washing machine while it was running at 1,000 RPMs. The result? 100 million global views and customer engagements online, multiple news headlines and it also scooped up two industry awards.
Mars Wrigley recently broke the record for the Largest Candy Bar with its 4,700 pound Snickers bar, created to celebrate the brand’s 90th anniversary and sponsorship of the upcoming Super Bowl. Over 500 pieces of national news coverage, 2.7 million Instagram likes and a 72% increase in sales made this PR stunt a no-brainer to garner significant attention beyond just a traditional commercial.
Build Awareness and Increase SalesAn imaginative content strategy should be an important part of any world record event: Capture assets such as video, interviews and high-quality photography and plan a distribution strategy to maximize the impact generated. According to Guinness World Records, 95% of companies that make a world record attempt see an increase in media coverage, 88% see an increase in web traffic and 69% see an increase in sales.
Go On, Give Your Brand A Superpower
A world record attempt is a unique kind of brand-building opportunity, and it’s exactly the kind of opportunity that appeals to forward-thinking marketers. If you really believe that you have a unique proposition and product, why wouldn’t you want to become a record-breaking brand?