The Danone Nations Cup is the largest international football competition for children involving over 2.5 million children from 32 countries. Danone wanted to promote its sponsorship of the UK tournament – which featured more than 11,000 young footballers aged 10-12 years – to media and gain national press coverage.
To create an attention-grabbing PR stunt Guinness World Records took inspiration from the ambassador of the Danone Nations Cup – British footballer Peter Crouch – and his infamous robot dance to create a new record for the Largest robot dance. To stage the record attempt, Danone brought together the tournament’s young footballers and Peter Crouch to simultaneously perform a routine choreographed by the winner of the UK’s Got To Dance TV show. By combining high-profile celebrities with record-breaking tension the news gained coverage across UK media including broadcast, radio, print and online.
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.