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Depending on the sector, breaking a relevant record can also leverage the business further and take it to the next level on the journey to an iconic brand. Fortunately, breaking world records can be done in a number of ways, from a record that is broken in the course of the business succeeding in their industry to a stunt to raise money for charity and in turn the profile of the company.
Record Breaking Events
Large organisations such as Virgin have famously broken records as a PR stunt to launch the brand further into the public psyche and cement its values in the consumer zeitgeist. In 2016, as part of the Virgin Media Business VOOM, the company furthered their business agenda with the longest business pitch marathon in the record books. 160 businesses took part and smashed the previous record of 25 hours by three hours and 51 minutes. To showcase the versatility of the Nano 7 trainer, Reebok set up a series of 60 sporting records across four cities for athletes and personalities to attempt. Reebok managed to break 44 world records during the event, which generated massive amounts of publicity, as well as helping drive sales for their new products and remind consumers of their brand and its values. Jaguar teamed up with stunt driver Terry Grant to showcase the new Jaguar F-PACE model with a daring and record-breaking 360-degree loop. While not directly related to the brand or product, the record helped further Jaguar's sleek and polished image.
Record Breaking for the Business
But records can also work in favour of a business if they are relevant to what the business does, showing them as a titan in their industry. In May 2017, Stephen Wanger's Bead Town in Indiana gained the record for the largest bead mosaic, with a piece of artwork that measured 71.33m2 - the record took 5million beads, three years, and 2,500 volunteers. But it helped further the company by gaining a relevant record that gave their business a huge PR boost. Betway broke the record of the largest jackpot for an online slot game given out with a huge €17.9m windfall to a soldier from Cheshire. The move worked to show the company's prowess in its field and the amount available to win online. Hall's of Scotland also leveraged their skills in making Scottish based foods, specifically haggis, to create the world's largest haggis. Weighing in at 2,227lbs, the company have even beaten their own record to retain the title and show their expertise in offal.
British Airways were at the centre of two broken records in 2013 alongside Comic Relief - the highest musical performance, with Tony Hadley and Kim Wilde performing at 43,000ft, and the highest Harlem Shake. The charitable event helped raise awareness for the brand's alliances with the charity. While this did some greater good, it also acted as positive publicity for the brand. Polish company Ceneo.pl gave away 21,239.5 kg worth of pet food in one month, the highest amount donated, gaining them a charitable conscience and a world record. In 2016, Edinburgh University surpassed the world record for most cakes sold for charity. In just eight hours, 18,195 cakes were shifted raising over £9,000. While the university now holds the record, the charitable effects will have also helped contribute to the PR story.
It is best when attempting to smash a Guinness World Record, in order to achieve the best PR coverage for the brand, that the brand's presence is there and that there is more of an event or spectacle than just an announcement. A branded event will also help achieve the goals of the PR stunt on a micro level. By inviting press and ensuring good social media coverage, the event itself and the record breaking can both become big lead stories for some local, national, and even international press coverage. Consumers love things that give them interesting titbits of knowledge - and learning that a brand has achieved a world record helps to do this.
