Guinness World Record Promotional Stunt
Client: cozi.com
Guinness World Record Promotional Stunt
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Set the Guinness World Record for the world’s longest (17,782 rubber ducks)
392 million media impressions
168% increase in app sign-ups, and continued to climb, to 17 million users
Our team created and also managed the event
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Cozi.com, a family organization app, hired us to help promote the site and increase sign-ups, with a goal of reaching 1 million new users in a year. They were prepared to run a digital campaign, but we pitched a much bolder idea, based around the creative strategy that Cozi helps families “keep their ducks in a row”. My team and I created an event to help Cozi set a Guinness World Record for the longest line of ducks in a row, with 17,782 yellow rubber ducks stretching an entire mile through Magnuson Park in Seattle, WA.
Cozi.com, a family organization app, hired us to help promote the site and increase sign-ups, with a goal of reaching 1 million new users in a year. They were prepared to run a digital campaign, but we pitched a much bolder idea, based around the creative strategy that Cozi helps families “keep their ducks in a row”. The client went all-in with our idea for a non-traditional PR event to attract news coverage and media attention for the brand, thus raising awareness among key targets with relevant messaging.
We designed and organized a promotional stunt event, and helped Cozi set a Guinness World Record for the longest line of ducks in a row, with 17,782 yellow rubber ducks stretching an entire mile through Magnuson Park in Seattle, WA. The two-day event was designed to be a fun experience for families with kids, who came out as volunteers to help set up the ducks.
In the months following the event and our non-traditional efforts, Cozi witnessed 392 million media impressions, including coverage by Hoda and Kathie Lee on the Today show. This translated into record-breaking new member sign-ups: following the campaign, membership increased 168%. Sign-ups continued to grow over the next two years, from 3 million users to 17 million users. Cozi.com was ultimately acquired by Time, Inc. a few short years later.
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