Paramount Pictures UK has collaborated with KISS radio presenter Tyler West to celebrate the release of movie Sonic the Hedgehog 3 by setting a Guinness World Record.
The challenge is part of KISS and Paramount Pictures’ multi-phase campaign to draw audiences to cinemas to see the new film.
The campaign was devised by devised by Bauer Media,
The KISS presenter, and performance artist Mariam Olayiwola, attempted to set the world record for the fastest time to catch 30 hula hoops (in teams of two).
The challenge saw West throwing hoops for Olayiwola to catch with her torso. The pair secured the record with a time of 29 seconds, 16 seconds faster than their goal.
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KISS listeners can win a Sonic-inspired experience by playing ‘The Quiz the Gets Quicker’ live on-air, on release day.
Bauer Media advertising managing director Simon Kilby said: “At Bauer Media, we always aim to work with our partners so closely that we seem like one team – and nothing says one team like working together to break a world record! Tyler and this campaign are a perfect example of how KISS can use its trusted presenters to create commercially led content that connects with audiences in a fun, engaging, and fresh way.”
Paramount Pictures UK’s John Fletcher added: “We pride ourselves at Paramount on working closely with all our partners to bring the most creative and impactful partnerships to life. And Bauer always delivers, and this time in record-breaking fashion.”
