Guinness World Records™ ventures into uncharted water.
GUINNESS WORLD RECORDS™ has created an industry out of “amazing.” In documenting global records for nearly 60 years, the GUINNESS WORLD RECORDS book has been the definitive publication of the amazing, celebrating extraordinary achievements by ordinary people. But in today’s world, there are websites, blogs, and social media channels devoted to amazing and incredible people. How can GUINNESS WORLD RECORDS continue to deliver on its promise of “OFFICIALLY AMAZING” in today’s non-stop bombardment of the senses?
Publishing in the digital era.
For the most part, the introduction of new technology and communication platforms has been a disruptor for the publishing industry. Both book publishers and daily newspapers have seen significant changes in their business due to competition from more immediate forms of communication. Many publishers might have seen this as a threat; GUINNESS WORLD RECORDS saw it as an opportunity.
“We wanted something that would enhance the reader’s experience, something that would make our already world-class book even more special and enjoyable; and crucially, something that kids would want to talk about and share with their friends and family.”
— Katie Forde, Director of Digital Content & Marketing, GUINNESS WORLD RECORDS
Rewriting the book.
The GUINNESS WORLD RECORDS book is the best-selling annual publication.* When planning new editions, the editors knew that static imagery would no longer be enough to stand out. These achievements needed to leap off the page. For the 2013 and 2014 editions of their best-selling series, GUINNESS WORLD RECORDS decided to make the experience of reading just as amazing as the records within the pages. They started researching augmented reality apps used for magazine ads, gaming applications, and more. They required a platform that offered flexibility and power, an ideal job for the Vuforia™.
* Source: Guinness World Records Ltd.
How it works.
Several pages within the GUINNESS WORLD RECORDS 2013 and 2014 books offer you experiences that come to life with the combination of a smartphone or tablet and the “GUINNESS WORLD RECORDS See It 3D” app for iOS and Android. The “See It 3D” marker found on pages within the book prompts readers to use their mobile device to experience more.
Putting 3D, video, and interaction on the page.
From the very first edition of the GUINNESS WORLD RECORDS book, imagery of the people, places, things, and feats has been a powerful tool. GUINNESS WORLD RECORDS wanted to use Vuforia to create a visual experience that was far more immersive. “One of the most important features available to us was the ability to bring 3D video to life. The Vuforia mobile vision platform provided incredible capabilities in this area,” Forde said. The app has the ability to bring to life 3D renderings of such fascinating records as the world’s largest shark, shortest person, or largest spitting cobra.
One of the major advantages of shifting to an interactive publication is increased and continuous engagement. With the “See It 3D” app, GUINNESS WORLD RECORDS is able to track downloads, usage, sharing, and other interactions.
GUINNESS WORLD RECORDS engagement by the numbers.*
Downloads of the GUINNESS WORLD RECORDS 2014 SEE IT 3D APP.
eBooks & Apps downloads globally.
* Source: Guinness World Records Ltd. and Distimo Holding B.V.
Where did Vuforia come from? Vuforia was brought to market by Qualcomm Research, a division of Qualcomm Technologies, Inc. dedicated to exploring the possibilities of mobile technology. Vuforia was sold to PTC Inc. on November 3, 2015 and supported a global ecosystem of 175,000+ registered developers and has powered 20,000+ apps with more than 200 million app installs worldwide.
A New Chapter Begins
In a world where new things come about every day, it is important for legacy brands to embrace technology as a way to stay top of mind. For Guinness World Records it was simply delivering on their promise in a way that truly does amaze. They plan to continue using Vuforia-powered augmented reality experiences within their book and app for the foreseeable future. Perhaps they can even set a record for app downloads.
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