Which innovative marketing strategy did Guinness World Records implement in 2000 that revolutionized their business model and expanded their brand reach?

The Guinness World Records brand has been documenting extraordinary achievements since 1955, evolving from a book meant to settle pub arguments into a global authority on record-breaking achievements. This poll tests your knowledge about the brand behind the world's most recognized collection of superlatives. How much do you know about the business strategies and brand evolution of this iconic company?

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Creating the Guinness World Records television show
Launching a commercial record-breaking certification service for brands and companies
Opening Guinness World Records theme parks around the world
Establishing an exclusive partnership with Olympic Games committees