Stationed on London's South Bank, the brand broke records for the largest gathering of lottery millionaires, beating the existing record of 100, and the longest champagne cork-popping relay.
Jenny Dowden, head of publicity at Camelot, told Event that the stunt was designed both to mark the National Lottery’s creation of 4,000 millionaires and to increase ‘win belief’ in the public.
"We’ve celebrated landmarks before and we’ve always looked for new and exciting ways to do that and raise awareness of the winners," she said. "We wanted to do something different that would involve the winners themselves to give the story a stronger angle.
"There’s been weeks of planning and finessing, but Guinness World Records have been great and really flexible – they’re known for working with brands - knowing what’s important, what’s practical and what’s achievable."
She added that the decision to set two world records was taken because "we’re a fun brand and we also wanted to do something celebratory.
"It added fun and theatre."
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