DS Simon MediaRecord-breaking resource Guinness World Records has teamed up with New York-based D S Simon Media for a joint marketing collaboration.

D S Simon Media will help brands promote their Guinness World Records efforts by performing video services of those record-breaking attempts, and will promote and distribute those campaigns across broadcast and social platforms for the purpose of creating engaging, viral content.

The initiative will both bolster the Guinness World Records name, and will use record-breaking as a means of engaging consumers and generating media coverage.

“Attempting to set a Guinness World Records title is a fantastic way to generate positive media coverage and add a fun spirit to your organization while increasing consumer and employee engagement,” said D S Simon Media president and CEO Doug Simon. “Bringing a Guinness World Records record attempt to life through video across social platforms represents a wonderful opportunity to create significant and lasting value for your organization.”

D S Simon Media, which last month changed its name from D S Simon Productions, celebrates its 30-year anniversary next year.