Our industry is ever-changing. Get insights and perspective from our experts as we share our knowledge and experience on how to successfully navigate the marketing landscape.
What do you get when you mix a scenic NYC holiday environment, stars for an upcoming holiday movie and 607 elf-outfitted people? A Guinness World Record of course! AMP in partnership with ABC Family staged the 'World's Largest Elf Party'? at The Pond in Bryant Park on Monday, December 7th. In support of ABC Family's release of Santa Baby 2: Christmas Maybe, AMP pulled off this world-record setting gathering of Santa's Elves. The movie's stars, Jenny McCarthy, Dean McDermott, Candace Cameron Bure and Peri Gilpin were all on hand to take part in the day's stunt. General consumer 'Party'? participants were invited through 'Elf'? street teams to take part in the event. All participants received a full elf costume, boxed lunches and earned giveaways from our stage activities including caroling with Emcee 'Honkey'? Lange and DJ Mike Roc under the lit Christmas Tree at Bryant Park. At 1:00PM EST all 'elves'? were moved onto the ice rink, and a ten-minute countdown began in order to establish a new Guinness World Record. After only a 15-minute adjudication period to confirm and qualify the total number of participants, Danny Girton from Guinness World Records presented the movie's stars, Jenny McCarthy and Dean McDermott with an Official Guinness plaque commemorating the accomplishment. The stunt proved to be a press hit with ABC Family receiving press coverage from multiple media sources including, 'The View'?, 'Access Hollywood'?, 'The Insider'?, AP, People.com, In Touch Magazine, Media Life and even global sources such as the BBC and NTDTV in China! Santa Baby 2: Christmas Maybe was broadcast on Sunday, December 13th on ABC Family and became the #1 rated cable movie for the season and was the evening's #1 scripted cable program in total viewers and core demographic 18-49 year olds* (*Nielson Media Research)