Saturday, June 14, 2008

Guinness World Records

If you have studied MIT, Manipal around the same time that I did, you would think I was talking about the successful attempt by students of MIT to break the Guinness World Record for the longest chain of straws in the world. Around 1500 or so students of MIT joined hands and made a straw chain of over 8 kilometers if I remember correctly, breaking a record by made by some 16 school kids in the US. The record made has already been broken by someone else quite a while back, though I think it still holds good in the Limca Book of Records.

So how did a thousand students decide to come together to break into the Guinness Book of World Records? Was Manipal such a boring and dull place that the restlessness of the students got the better of them? Well, by no means is Manipal dull. With just students it is one of the most vibrant and energetic places to study in India.

The Guinness World Record attempt was a branding and marketing strategy by my old pal Rishabh Sachdeva, for the inaugural edition of techtatva. He wanted to create a niche brand for the event among other similar events in the region, and if I may say so, it is one of the most successful marketing and branding strategies that you will come across. Not only did it generate a buzz within Manipal, but was also responsible for attracting sponsorship for the inaugural edition of the event. Without this strategy I wonder how would the sponsors have looked at the event which was happening for the first time! The sheer genius of the idea is why I would have Rishabh be the marketing and strategy guy if I were to start a company some day.

Anyway, the idea behind the post was not to discuss about Rishabh or Manipal, but how Guinness World Records provide a great way to market your product. That is what Mozilla Foundation is doing by targeting for the maximum number of downloads in 24 hours for Firefox 3.They are calling this initiative as Download Day, which is on June 17. I have tried the beta version and it was pretty impressive. It is supposed to be fastest browser till date. I have already pledged my support for the initiative. What are you waiting for?

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