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New World Record Achieved!

09/30/2016
TomandSteve

Last week saw a brand new GUINNESS WORLD RECORDS title being set at the Unibet Champions League of Darts in Cardiff.

Our client Unibet asked us to develop ideas that would generate excitement and engagement for their upcoming event. After a selection of ideas had been developed TomandSteve came up with the concept of trying to break a world record, and as such made contact with Guinness World Records.

We decided upon a brand new record attempt to set the highest darts score in 60 seconds! Although there was no current record for this, Guinness had set a benchmark of 550 points, and if the players didn’t reach this amount, there would be no new World Record set.

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On the day itself we had access to the top 8 darts players in the world. The list included the likes of Michael Van Gerwin, Phil Taylor, Gary Anderson, Adrian Lewis, Peter Wright, James Wade, Robert Thornton, and Michael Smith.

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All 8 players attempted the record, and it was initially set by the unstoppable Adrian Lewis with a score of 559, however only moments later young-gun Michael Smith took to the stage, and managed to break that with an impressive 581 points in 60 seconds.

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Our mission was then to create a video from all of this action, and to do so in record breaking time! Even though we filmed the event late evening, the aim was to have the video ready to publish at 11:00am the following morning. Knowing this was the case TomandSteve had spent weeks in advance making animated motion graphics and transitions that we would be able to update with accurate scores on the night, thus cutting down some of the post-production time, however we still needed to edit the video content ready for the big launch the following morning. So, that’s exactly what we did, the team pulled together and we managed to have a complete edit of the first record attempt by 3:00am, just 6 hours after the event finished.

The video was published on Unibet’s own Facebook page, and also on GUINNESS WORLD RECORDS Facebook page, and the results were pretty sensational!

Within just one week of going live the video has received 168,000 Views, and over 3,500 Reactions, Comments and Shares! on GUINNESS WORLD RECORDS page alone, all of which were totally organic and unpromoted. It also received 170,000 views and 1,250+ shares on the Professional Darts Corporations Facebook page. Audiences were excited to congratulate Michael Smith, as well as challenge their own friends to attempt to break the record themselves! It was a perfect example of how well thought-out and naturally good content will engage audiences.

If you accumlimate the viewcount from Unibet’s own Facebook and Twitter pages the video has over half a million views in just under one week, and an actual reach of far, far beyond a million people. – – A result TomandSteve are very happy about.

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TomandSteve were so pleased to produce this marketing campaign for Unibet, and feel it couldn’t have gone better. The event was even covered by national press publications such as The Mirror, you can read their article here.

You can watch this video itself here:

If you like this campaign and the video that TomandSteve produced, why not get in touch to let us develop some creative marketing campaigns for your company? You can come to our offices to chat through ideas, and we’ll even let you have a round of darts after the meeting on our office dartboard to see if you could be the next Record Breaker!