Campaign snapshot
To drive footfall to and generate awareness of White Rose Shopping Centre’s festive ice rink, we planned and executed a unique and attention-grabbing stunt: a world record attempt for the most high-fives completed in 30 seconds. The seasonal twist? All participants would be on ice skates.
How we did it
The plan was to attempt one of Guinness World Records’ currently un-set records: the most high-fives completed in 30 seconds. We worked with ice hockey team Leeds Knights to enlist the support of seasoned speed skaters while also tapping into a huge audience of sporting enthusiasts.
We worked with the ice rink provider to create a free ticketed event for guests to secure their attendance, and drafted and issued multiple press releases in the run up to the event to secure coverage and drive awareness. We also supported in sharing the event across both Leeds Knights’ and White Rose’s social channels.
All free tickets were snapped up within the first days of sale. To ensure peak attendance and maximum capacity for our world record attempt, Umpf followed up with all guests individually to confirm they’d be able to make it on the day, and to re-allocate any necessary tickets to the waiting list.
Behind the scenes, we also worked closely with the ice rink team to confirm event logistics and ensure safety for all attendees, and also secured Leeds Knights-branded goodies for spot giveaways during the evening.
Notable local radio DJ Rich Williams was brought in as compere to keep the crowd’s energy up during the event, and to direct participants to their places when it was time to run the attempt. Photographers and videographers were on-ice during the event to capture every moment, with BBC Look North and Leeds TV also in attendance to broadcast the record-breaking event.
The results
The ice rink was at capacity on the evening, with 250 guests poised to receive their high-five from the two Leeds Knights speed skaters, Liam Peyton and Balint Pakozdi.
The record was set with 250 individual high fives in 30 seconds – with the skaters actually achieving more than double that, making it around the rink 2+ times in the time allowed.
The atmosphere in the rink was electric, with guests excited to be part of a one-of-a-kind event, proudly wearing their participation rosettes and carrying home keepsake certificates. Feedback was overwhelmingly positive, with many praising the event set-up and communication.
We secured 35 pieces of coverage for the event with a potential readership of 11.6m, with both BBC Look North and Leeds TV in attendance on the evening.
