If you’re a regular “Late Night with Jimmy Fallon” viewer then you’ve probably gotten a good laugh at the guys from RecordSetter. During their appearances on the show they use Fallon’s audience to help break bizarre and always hilarious world records.
“The concept of RecordSetter is simple,” said co-founder and president Dan Rollman. “We give everyone a chance to be the world’s best at something. Whether you set the record for Fastest Time to Solve a Rubik’s Cube While Riding a Unicycle or Most Times Smiling While Listening to ‘Beat It,’ all categories are welcome on our site. Just create a record, shoot it on video and upload it.”
RecordSetter, cofounded by Rollman and Corey Henderson, is a video treasure trove of records like these, most of which are submitted and executed by fans, who challenge existing records and invent their own in their quest for social media glory. The platform has more than 18,000 records posted from more than 70 countries, a You-Tube channel with more than 3 million views, a new iPhone app for record breakers on the go, and counts celebrities like Justin Bieber as past record breakers.
RecordSetter has parlayed this popular viral medium into a valuable marketing tool, working with brands like Stride Gum and Toyota Prius. Stride Gum launched a 100-day campaign that included pushing out a new record challenge video each day, encouraging fans to submit and share their own “long lasting” world records, and rewarding each record holder with $500 at the end of the promotion. The integration was a success, with 1,361 user-generated videos submitted and a 135% increase in daily active users.
Rollman and Henderson see these kind of video-based integrations working for shows and network brands too. Stars of a new show could appear in record-breaking videos, or encourage fans to submit their own records, or user-generated video challenges could feature show-related thematic tie-ins. “We provide a vast opportunity for marketers to develop campaigns that engage their fans to create branded user-generated content,” said Rollman, who has seen his company process submissions like Fastest Time to Open a Bag of Skittles and Sort Them By Color, and Most “Simpsons” Quotes in One Minute. “Regardless of the brand or product, there are literally tens of thousands of records waiting to be set.”