Over 800 brands undertook Guinness World Records title attempts last year, with a number of those incredible achievements making the pages of our annual book.

While all will be revealed on 7 September, we couldn’t wait until then. So here’s a little glimpse of one of the featured record attempts, which was sponsored by Betfair. 

Earlier this year the betting company challenged Arsenal FC players Laurent Koscielny, Nacho Monreal, Francis Coquelin and Theo Walcott to attempt a Guinness World Records title attempt for the Highest altitude football dropped and controlled, as part of its Ultimate Cash Out Control Challenge. On the day, Theo managed to smash the existing record with a successful attempt from a staggering 34 metres.

In our exclusive video above, Harry Phillips, Senior Sponsorship & PR Manager at Betfair and Adam Wright, Account Manager at Pitch Marketing Group, gave us the inside scoop on how this particular record-breaking campaign came to life. 

Harry tells all about how Theo’s world beating ball control skills aligned with the company’s marketing objectives while Adam explains why he thinks the sense of jeopardy was key to ensuring the video was a viral hit; the control of the ball replicating how customers can control their bets using Betfair's cash out product.

The record attempt also achieved more than 100 pieces of branded media coverage and generated 2.5 million video views across all channels it went on.