World Record – the two words together conjure up an image of something done extraordinarily – head and shoulders above the mundane. Obviously, such a proposition would definitely attract marketers – who would like to project their products and brands wras a cut above the rest – a spirit best signified by a world record. Therefore, it was only a matter of time before enterprising marketers would seek to establish world records with their products and services – to provide that all important “bragging right” – probably a matter of great significance in the cut throat world of product differentiation.

And that time has already arrived. Over the last few years, there have been many attempts to establish world records by leading companies – so as to later claim in advertisements that the product is the best at a particular job. Indeed, this trend has been noteastutely recognized by the Guinness World Records – the ultimate purveyors of world record feats. The Guinness promotes a special “package” wherein they seek to guide any world record creating efforts, and also produce them in a professional manner – so that they can be later promoted through marketing and advertising.

Of course, the basic premise of such a record breaking or creating effort is simple – the exercise should be directly relatable to a product USP. Unless this requirement is met, the record feat will simply not register in the minds of public, and the effort is likely to go waste.

For example, when the blockbuster Dreamworks produced animation movie Megamind was released in 2010, the promoters wanted to create an event that would immediately appeal to superhero fans, as well as create a buzz around the word “Mega”. As a solution, the largest gathering of superheroes was planned – a premise that gelled beautifully with the movie storyline. Adults and kids responded in big numbers, and a total of 1,580 people dressed as superheroes turned up – creating a world record. The event got very good coverage – estimated at over 58 million impressions over the first three days of the ad campaign.

Similarly, Jack Daniel’s – makers of the famous Old No 7 whiskey planned to create seven new world records to commemorate the famous brand, and to celebrate the founders 161sy birthday in a quirky, fun filled manner signifying the “spirit” (pun intended) of the brand. So, world records were created in the categories of – most contributions to a greeting card, largest glass bottle mosaic, largest bottle of whiskey, most bottles played in a bottle orchestra, most people blowing out candles together, and building a 20 shot glass pyramid in the quickest possible time.

LG – the global consumer electronics giant had started an LG World Record campaign way back in July – to promote the product innovation in various categories. For example, LG wrmenSmart TVs – that have the thinnest bezels, or the LG LTE Smartphones – where LG holds the largest number of patents. To create an association with customers, LG has created a team of friendly animated characters called LG WR Men, which explains the benefits and features of LG products to end users over online media.

Samsung has also joined the fray of world records, though its recent effort to promote Samsung Galaxy Note II is somewhat intriguing, considering that it is not associated with any product USP – thus contradicting the basic premise that a world record feat should be directly relatable to some product USP. paintSamsung is calling upon its users to break and already existing world record of largest number of artists collaborating on a single art installation. Incidentally, the original charity sponsored world record was set by more than 200,000 children earlier in 2012 in UK. Probably Samsung is not seeking to highlight any product USP; rather it simply wants to be associated with a world record.

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