The newly-formed partnership between Chillisauce and GWR Live will see the team working with brands to deliver events built on the concept of breaking world records.
Chillisauce commercial director William Bicknell said: "Where this concept differs entirely from the likes of a typical experiential marketing campaign is that there’s no need for persuasion or convincing. Interaction with the brand is actually sought out and that’s due to the sheer power of the brand; people are completely at ease with it."
GWR Live creative director Adam Wide added that holding an event allowed brands to "establish, reinforce or change a marketplace perception".
"Clients can now carry out marketing activities such as road shows, challenge fairs, new product launches or PR stunts – with the backing-power that our brand provides," he said.
Guinness World Records separately launched team-building events for corporates through GWR Live in January.
That division is headed by director Paul O’Neill with former Motivaction account developer Fern Holland as live events manager.
The launch followed two UK pilot events in 2010, which were completed by media planning agency MEC and QAS, the Experian-owned data management company.