One of the most successful copyrighted books in history was actually a marketing campaign to help settle drunken bar arguments. Here’s how the Guinness Book of World Records came to be: 👇 👇
Publish: 📖
In 1951, Sir Hugh Beaver was the Managing Director of Guinness Brewery.
During a hunting trip, he argued with his friend on which game bird is the fastest in Europe, the Golden Plover or the Red Grouse.
Beaver realised that there was no way to settle the argument as there was no book for world records (the fastest, smallest, biggest etc).
He knew that many drunken bar arguments start from these questions so he decided Guinness can create such a book.
The “Guinness Book of Superlatives” would be a marketing strategy for their beer.
The first edition was published in 1955, with 1k copies handed out to pubs across UK.
The book covers were even waterproof for the pubs.
Print: 📚
The books were a hit!
By Christmas of 1955, Guinness printed 55k copies, charting on UK’s #1 bestseller list.
What was supposed to be a marketing giveaway turned them a profit.
In 1956, Guinness spun-off the “Guinness Superlatives” into its own company.
In the same year, they entered the US market with an American edition.
By 1960, 500k copies of the book was sold.
They even had a TV show in the 70s that ran for 30 years!
By now most people don’t realise the Guinness link between the book of records and the beer.
The Guinness World Records had become a brand of its own.
Publicity: 📢
However, due to the declining trend in book sales, GWR has pivoted their business model.
Instead of selling books, they sell publicity.
People who try to create or break world records pay GWR to officiate their attempt. With prices ranging from $12k to $500k.
In exchange, GWR provides marketing, PR and brand strategy services for your record attempt.
What began as a marketing strategy has turned into a marketing COMPANY. It’s the same as Michelin Tyres and Michelin Stars. Were you aware of the link?
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