I love seeing what brand's accomplish when they set out to break a world records - usually it's a product launch that inspires this creativity. Encouraged by the value of earned media through social media and the internet, some truly spectacular results are achieved in the name of 'viral marketing'.
Here's an example from Reebok's launch of CrossFit - as envied on Adverblog
|The process of creating the world's largest (and longest) street art piece - images from Super Punch|
The wider campaign links to the Reebok Facebook page, where fans can participate in an 'extreme' workout session with Reebok CrossFit team and then share their results on the Reebok Facebook page.