Marketers are winning media attention and generating buzz with attempts to get into the "Guinness World Records" with creative stunts. Estée Lauder made the books for having the "most landmarks illuminated for a cause in 24 hours" in conjunction with an effort on behalf of breast-cancer awareness. Natural Balance Pet Foods got attention through its record-breaking 114-foot float that appeared in the Tournament of Roses Parade in Pasadena, Calif. Still, it's possible that a rush to create new and increasingly obscure records could dilute the overall effect, according to this article.

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