Record title: Most people dressed as superheroes
Date: October 2010
Brand: DreamWorks Animation
Location: Los Angeles, USA
Business Challenge
DreamWorks Animation was set to launch MEGAMIND – the animated superhero comedy starring Will Ferrell and Brad Pitt – in November 2010.
October had been declared MegaMonth, an official month dedicated to Mega-events around the U.S. that would build excitement ahead of the movie’s cinema release.
To kick off MegaMonth, DreamWorks Animation wanted to create an event that would engage superhero fans and live up to the name “Mega.”
Guinness World Records Solution
A Guinness World Records attempt immediately appealed as a high-profile event that would connect fans with the film’s mega-stars and they identified a record category that was the perfect match for the film – Largest gathering of superheroes.
Pre-event publicity generated high-levels of excitement among consumers and so superhero fans poured into L.A. LIVE – Los Angeles’ biggest entertainment complex – to join the MEGAMIND attempt.
Will Ferrell, the voice of Megamind, introduced the record attempt with Guinness World Records joining the the event to confirm its success.
In keeping with the Mega-event, Will Ferrell was presented with a giant Guinness World Records certificate recognising the achievement.
Record Breaking Results
The record-breaking event grabbed the attention of the media and fans the world over.
Top tier US outlets such as Entertainment Weekly, USA Today, Access Hollywood, Reuters and The Los Angeles Times all published coverage as well as major international press that included the Daily Mail and UK Metro.
A total of 58 online and 13 broadcast stories ran coverage of breaking the record during the first three days following the event, generating well over 54 million impressions.
