Guinness World Records is updating its image with a global campaign aimed at engaging a fresh generation with its renowned publication. The brand is to make its consumer website central to its strategy, and is positioning it as an online world records platform.
The site, created by Untitled, will feature books, games and TV shows. It has been designed to appeal to seven to 11-year-olds and will be launched later this month. The site is billed as a ‘record-breaking’ platform that will enable fans to try to set world records, which will be authenticated by official adjudicators. Successful record-breakers will feature on the site.
The overhaul includes a digital marketing push in the UK. The campaign, created by Holler, will roll out next month, to coincide with the publication of Guinness World Records 2012.
Guinness is inviting fans to take part in a Facebook competition to win a ‘record of a lifetime’ and appear in the 2013 book. Meanwhile, the 2012 annual will feature augmented reality content, with exclusive videos of record-breakers.