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Even the most elaborate publicity events can fall flat if the hook isn’t worth nibbling on. Adding a Guinness World Record attempt to your program can not only entice fickle journalists to attend it can expand the types of publications and news outlets that might otherwise not bite on your event. To learn more about how it’s done we tapped Reading UK-based The Circle Agency (in June it executed a Guinness World Record event for video game company EA) and the folks at Guinness World Records for some insight.

The high cost of travel has caused some consumers to stay close to home this year. So resourceful home-furnishings brands rolled out programs that took everything—including the kitchen sink (well almost!)—to them reaching commuters in Washington and festivalgoers from Newport RI to the San Mateo County Fair.

Splashy launches national tours and sponsorship activations are often the sites for the crème de la crème of experiential marketing environments. But when the lights go out what to do with a branded moose head or a cat food-inspired climbing wall? (Meow Mix we love you and all your crazy cat people.) It’s safe to say that most agency storage rooms look a bit like a film studio’s back lot.

When Self magazine took its workouts to the parks this spring it was the 16th year that savvy health-conscious women lined up around the block for a day of bending and stretching beauty treatments and product samples in Chicago New York and San Diego. And in April when Walgreens revved up the engines for its mobile wellness tour it was the fifth year it provided free health screenings to those in need across the land. Though both programs vary in scope and purpose over time each has developed a brand equity and consistent message that has connected with thousands of people annually.

If you’re not making Twitter an integral part of your events’ lifecycles you’re just flocking around. Here are eight ways you can add value to your events via the Twitter-verse.

Part 1: The Mechanics of Flight
Before you can become a tweeter of renown who makes every event a conversation there are some basics to be mastered.