When marketers hold events designed to break world records and promote good brand sentiment, mobile video and social are playing a significant part of the strategy to get the most mileage out of these happenings. 

Breaking a record in the Guinness Book of World Record can be highly beneficial to a brand as it can draw substantial awareness but video and social media are important tools in the success of these campaigns. Marketers that pump up their attempt to conquer a high achievement through video and social media have little to lose, as the event hypes up the brand no matter the outcome. 

?The key is planning and executing the video content in advance,? said Doug Simon, president and CEO of D S Simon Media. ?Once you have the great video it should be distributed and promoted through all channels of the brand. If the brand has fans, likes, or followers having good video content is also a way to create a secondary wave of coverage and attention.

?The best practice is to have a communications plan together before the record is attempted,? he said. ?The Guinness World Record team has great expertise in helping design a visually oriented record attempt that can capture the public?s attention. 

?GWR has turned to D S Simon Media for partner and as a turnkey partner that can support any record attempt effort. Also, do not forget that a record setting attempt is an excellent opportunity for employee engagement and international communications.?

Chugging along marketing train
Guinness World Records is partnering with D S Simon Media in a campaign to bring awareness to brands looking to do implement this strategy, emphasizing the importance of quality video and big promotion on social media. 


A brand uses social media to promote its record breaking campaign

Setting world records can be a huge visual aid in marketing, and pull in quite a bit of attention surround the brand. Marketers need to be aware of the pull that mobile video has in today?s consumer-drive atmosphere, especially with such visual-forward content. 

GWR and D S Simon Media will be helping brands behind the scenes to gain better awareness while trying to break a record. 

For instance, toy manufacturer Tomy set a world record for the tallest toy train track in May of 2013 and were entered into the Guinness Book of World Records. The completed track was 17 feet 4 inches tall with a variety of images and videos shared on the brands social media pages to celebrate its feat. 

The track was made with Tomy?s Chuggington StackTrack product and the content promoted the toy, encouraging consumers to build their own impressive tracks. The brand also shared user-generated pictures on its social media feed. 

Driving promotion surrounding a record-breaking event on social media is highly beneficial whether or not the brand achieves its goal. The event can rally around fans, consumers and marketers alike driving promotion as well as a positive brand sentiment, capturing it all on video on increases this engagement. 

?Attempting to set a Guinness World Record is a compelling statement about a brand that has value to internal and external audiences regardless of the outcome,? Mr. Simon said. ?Guinness World Record pre-certifies the attempt as legitimate before you move forward. 

?You might not succeed but it wont be wasted effort,? he said. ?You can still share the video and images of a record attempt on your social platforms and internally.

?You just wont get as much traction from a media standpoint.?