Taking place in London, the event has been organised to celebrate National Lottery reaching the creation of 4,000 millionaires. It also aims to highlight previous winners in order to generate excitement around the Lottery in UK households.
More than 100 winners will congregate to set to the Guinness World Records titles, watched by a panel of independent witnesses and an official adjudicator. The millionaires will be counted in and out of a Record Attempt Zone and required to stand in colour coordinated lines for a minimum of five minutes within the contained area.
For the champagne cork-popping relay, a minimum of 250 participants will be required to line up in single file and pop sparkling wine corks within 15 seconds of each other.
National Lottery has devised the event in collaboration with Guinness World Records’ commercial division.
Vicky Radcliffe, senior publicity manager at the National Lottery’s operator, Camelot UK Lotteries, said: "Working with Guinness World Records for these two title attempts is the perfect way to create media excitement, generate great coverage and be a source of engaging content for our channels.
"Players currently generate more than £34 million each week for projects across the UK just by buying a ticket and the chance to dream. Creating an event with Guinness World Records also helps us raise awareness of all the winners that have seen their lives changed, which in turn helps us raise more money for Good Causes."
Nadine Causey, Guinness World Records senior vice president, EMEA and APAC, added: "Working with Guinness World Records is an incredibly impactful way for brands to celebrate a major milestone or landmark. Attempting a Guinness World Records title gives brands a story to tell and exciting content for their audiences to read, watch and share."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.