Record title: Largest robot dance
Date: May 2010
Brand: ESFA Danone Nations Cup UK
Location: Stamford Bridge, London, UK
Business Challenge
The ESFA Danone Nations Cup is the largest and most prestigious football competition for 10-12 year olds, with more than 11,000 young people taking part each year.
However, it had historically proved difficult to engage the media with the English Schools Football Association and its football tournament despite having support from high-profile professional footballers.
In 2010, Danone wanted to address this media apathy and stage an event which would celebrate the culmination of the 2010 tournament and re-engage all the young players who had taken part.
Danone knew Guinness World Records had the power to engage youngsters in a fun, exciting way but didn’t know which record would give the column inches they needed.
Guinness World Records Solution
Guinness World Records Corporate Adjudication Service provided the answer – taking inspiration from Peter Crouch, UK ambassador of the ESFA Danone Nations Cup, and his infamous robotic dance celebration – a new record for the world’s Largest robot dance was born.
Danone engaged Akai, the 10-year old winner of the UK’s popular TV show Got To Dance, to create an easy to follow routine which incorporated his the robot moves.
On the day of the event, a total of 429 young players from the Danone Nations Cup came together at Stamford Bridge football club.
Kayzar Dance School and Akai took the keen young footballers through the routine, before Peter Crouch took the stage for the record attempt.
Official adjudicators confirmed that every single dancer had taken part and a new Guinness World Records title had been achieved.
Record Breaking Results
The event received significant press coverage, both during the preparation and after the record had been achieved.
Broadcast coverage included ITN news, BBC’s Newsround, BBC Radio 2, BBC Radio 4 and TalkSport.
Commenting on the role that Guinness World Records played, John Scales, consultant to Danone, said: “Working with Guinness World Records has been fantastic. They have the heritage, they have the prestige and they have the expertise. Their support and the experience they were able to give was invaluable.”
