Walmart and the OREO brand have a long and storied history. Who better to team up and make history than two global, iconic brands? We brought together Walmart shoppers and associates to become a part of history by setting a Guinness World Record for the World’s Longest Cookie Dunking Relay. Throughout the process, we showed friends, neighbors and strangers that they can put aside their differences, come together over a common goal and have fun doing it!

The month leading up to the event, activation included large, eye-catching displays, geo-targeted drive time radio spots, out-of-store digital media, and social and community influencers all building interest and awareness of the event. The week leading up to the event, dunking practice events were held at Walmart stores throughout the Orlando market.

On February 25, 2017, at Walmart store #5299, the stage was set to set a new Guinness World Record. The event included live radio spots, live streaming from the Guinness Book of World Records and Walmart’s Facebook pages, family fun activities, OREO food trucks and special guest appearances from Bo and Antonio, Walmart’s Radio DJs.

Not only did the event remind people of the fun they can have dunking an OREO Cookie in milk, they were also able to engage in something bigger by working with their friends, neighbors and strangers to set a new World Record.

On February 25, 2017, at Walmart store #5299 in Clermont, Florida, we set the Guinness World Record for Longest Cookie Dunking Relay by creating a 264-person OREO Cookie Dunking Relay, resulting in the new World Record: 264 dunks! The event reached more than 2 million people.2 The surrounding stores in the Orlando market saw a +20% lift in OREO Cookie sales1, and Walmart store #5299 had an +80% increase in sales (vs. prior 13 weeks) 1.

1Facebook (Walmart and Guinness Book of World Records). 2/25/17.

2Nielsen. Walmart. 2/25/17. (vs. prior 13 weeks)