A joint university-business project was initiated to construct a manned Oxyride-powered vehicle, which would attempt to set the Guinness world record for the fastest battery-powered car. The vehicle’s speed would showcase in dramatic fashion the battery’s performance to consumers.

We involved consumers in the project by sharing on our Website the excitement leading up to the world-record attempt.By inviting the media to our Guinness world record attempt, we had the fact that the vehicle exceeded 100 km/h and set a world record reported as “news.” We conveyed this fact simultaneously with advertising.

The project’s success was widely discussed not only on television and in newspapers but also on personal blogs and community Websites. We estimate the project was worth more than 1.8 million dollars in publicity. The number of visitors to our Web site also jumped by 25 times.