It\u2019s generally frowned upon to create ad campaigns or fudge campaign numbers with the primary purpose of winning industry awards. What if taking home a prize became the ad itself?<\/p>\n
Consider the Guinness World Record, which allows for people and organizations, including brands, to attempt to go down in history by doing just about anything at all\u2014as long as it is the biggest, the loudest, the longest, the tallest, or some other-est yet to be determined. The latter was the case last month when Nascar installed what would become the World\u2019s Loudest Billboard in Times Square, according to Guinness, while Apple TV set a world record for the World\u2019s Tallest Drone Show to promote its series Monarch: Legacy of Monsters<\/em>.<\/p>\n For brand marketers, setting a world record through marketing serves as a shortcut to break through in a fractured media environment where attention can be hard to come by.<\/p>\n \u201cWe can say \u2018World\u2019s Loudest Billboard\u2019 all we want, but having the Guinness stamp of approval really makes it legit,\u201d Tyler Hoke, senior director of brand marketing, Nascar, said.<\/p>\n As some consumers reward realism in advertising campaigns amid increasingly common AI ad creative, some marketers said good old-fashioned stunts\u2014complete with official documentation\u2014may help brands stand out.<\/p>\n \u201cIn a world where feeds are dominated by AI video left and right\u2026Guinness World Records is going to be increasingly more important,\u201d Kevin Prince, founder of creative drone show agency Heads in the Sky, the shop behind Apple TV\u2019s world-breaking effort, told us. \u201cWe wanted to plant a flag in the ground that this was real.\u201d<\/p>\n