World Record Attempt Aims to Caffeinate Brands

On one weekend this November, sleepy and cash-strapped Londoners will have their lucky day: An attempt is going to be made to set a new world record by giving out 1 million free coffees in 48 hours. 

A world record with free coffees? Seems like a good time to offer brand exposure, don’t you think? Well, event organizer and native Australian James McDonald certainly thinks so.

“This kind of event is one of a new breed of unconventional guerrilla marketing that captures the imagination of the consumers it touches,” Journalism.co.uk reports.

While it seems like the kind of stunt that, say, Starbucks or McDonald's could do on their own (and share the proceeds with charity), McDonald has other plans.

On the event’s site — 1 Weekend, 1 Million Free Coffees — the plan is laid out for businesses to gain brand exposure. With each pound a business puts into the project, their brand’s logo will be on one coffee-cup sleeve that will be given out in central London.

Also, “businesses can promote their products and services with an incentive printed (on) the sleeve around every cup,” the press release notes. “The sleeves can be removed and presented or have unique codes to redeem the special offer.”

McDonald feels this will be a good way to track responses without spending a lot (or even a latte) on outdoor advertising. He's — naturally — doing this on the cheap, via free marketing via Facebook, Twitter and the web.