Record title: Most people dressed as superheroes
Date: May 2010
Brand: Warner Bros. Entertainment
Location: Melbourne, Australia
Business Challenge
DC Comics, creator of world-famous characters such as Batman, Superman and Wonder Woman, was celebrating its 75th anniversary.
To commemorate this anniversary, Warner Bros. Entertainment Australia wanted to create a memorable event which paid homage to the iconic brand.
Guinness World Records Solution
A Guinness World Records attempt appealed to Warner Bros. as an attention grabbing idea, and staying true to DC Comics they launched an attempt to break the record for the Most people dressed as superheroes.
On the day of the attempt, temperatures struggled to break 10°C in Melbourne’s Federation Square but a steady flow of superheroes joined and Guinness World Records adjudicators were on site to verify each superhero as they arrived.
Superman was the most popular hero of choice, closely followed by Batman, Robin and Spider Man. The superwomen were out in force too, with Wonder Woman, Cat Woman, Super Girl and Hawk Girl all making appearances.
Warner Bros. had gathered 1,245 people superheroes, setting a new title and the official Guinness World Records certificate was awarded on the spot.
Record Breaking Results
The media coverage was comprehensive, both in advance of the attempt, and after the record had been achieved.
There were in over 60 pieces of pre-event coverage as well as a feature on Australia’s popular The 7pm Project on Channel Ten.
On the day of the event, media coverage exceeded 50 pieces including 17 television features on all the Australian major networks.
The news also travelled to the US, India and China.
Preston Kevin Lewis, Managing Director of Warner Bros. Australia & New Zealand said: "Having a Guinness World Records adjudicator at the event was vitally important for us. We wanted to share the world record with all those people who had helped us get there, and that could not have happened if we did not have an adjudicator present.”
