Campaign: Consumer/Digital - Guinness iPad app launch hits the heights

Campaign: Guinness World Records App - iPad Queue Hijack
Client: Guinness World Records
PR Team: Bite
Timescale: May 2010
Budget: £10,000

Guinness World Records wanted Bite to create a campaign to hijack the publicity around the launch of the Apple iPad and draw attention to its own iPad app.

OBJECTIVES

- To raise awareness of the Guinness World Records iPad app

- To drive downloads of the app.

STRATEGY AND PLAN

Bite positioned the world's tallest married couple - in full bridal wear -outside the Apple store in Regent Street on the morning of the launch. Queuing consumers were challenged to compete for the world record for the fastest typing of the alphabet on the iPad. Members of the world records team handed out branded Oyster cards with details about the app, and a competition was run with radio station Kiss 100 to win an iPad.

MEASUREMENT AND EVALUATION

The campaign was covered in titles including Zoo, ShortList, Digital Arts, The Daily Telegraph, Metro and The Sun. The BBC website and wired.com gave online coverage, and it was featured on Al Jazeera.

RESULTS

Downloads of the iPad app increased by 700 per cent the day after the stunt and remained high in the following days, putting the Guinness World Records app into the iTunes Top Ten chart of free apps.

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