Why would a brand want to break a Guinness World Record?

Drones, sustainability and national celebrations are popular themes for record breakers

Last month, Dubai Racing Club used the Dubai World Cup 2024 closing ceremony to not only break two existing Guinness World Records but to set a new record for the largest flying LED screen formed by drones.

The closing ceremony had a fleet of 4,000 specialised drones able to carry a unique pyrotechnic load, to craft dynamic 3D sculptures in the sky.

Major General Dr. Mohammed Essa Al Adhab, Board Member- Executive Director, Dubai Racing Club, said: “The team of Dubai Racing Club always strives to achieve the impossible. Dubai World Cup closing ceremony has been crossing its own bar year on year in terms of audience experience.

“What’s next? What’s new? How? are constantly echoing in our minds which drives us to the next level. This is not our first time and will not be our last time for sure,” he added.

Why would you want to break a record?

“Brands chose to break world records as an effective way to to generate attention, publicity, and buzz around its products, services or events,” said Shaddy Gaad, Senior Marketing Manager – MENAT at Guinness World Records.

“A campaign that includes a world record garners significant media attention that can get more coverage across traditional media outlets, social media, and online news sites.”

Setting a record can also help a brand stand out from its competitors. They often involve audience participation and engagement which can foster a sense of community and connection with the brand among consumers. These campaigns can sometimes go viral just like the case of the LG washing machine.

Top trends

There are many factors that influence the record-breaking scene worldwide, Gaad explained, such as new technological advancements. This is evident in the shift from traditional fireworks displays to a drone show or even a projection mapping record-breaking display. Sustainability is another top trend.

The time of the year has an affect too. For example, you will find more CSR records broken in Ramadan, while celebration records are often attempted during Eid, Christmas and the New Year. They frequently involve flags and anthem-related records.

Once a brand has achieved a Guinness World Records title, they could get access to over 100 million subscribers across various social media channels.

“Record breaking material is very much newsworthy, so brands usually find no challenge in producing content such as blog posts, articles, videos, and infographics that delve deeper into the record-breaking achievement.”

Shaddy Gaad, Senior Marketing Manager – MENAT at Guinness World Records.

Brands can create marketing campaigns through hosting record-themed events or sponsoring community initiatives aligned with its values and objectives.

This can sometimes be in the form of partnerships with record-breaking brands through co-branded campaigns, joint events or influencer endorsements.

Advice for brands

Gaad says the short answer is to please come forward before you start your attempt. “A brand should always think about why they want to break the record in the first place. What message are they trying to send the world? Once they have the goal or target outcome, then they can work backwards and find the record.”

It is always good for the brand to know their budget, have an attempt date in mind and have the logistics planned out. “The marketing campaign around the record should also be a priority. Achieving the record is one thing but getting the best marketing outcomes from it is something equally important,” he added.