Experiential marketing specialists Circle Agency was behind the recent successful Guinness World Record attempt for the biggest number of air guitarists ever gathered in one place.

The ‘flashmob’ crowd event was part of a package of brand experiences for EA Games’s launch of Jack Black’s Brütal Legend video game at the recent Download Festival, which also included DJ entertainment and contests for ‘must-win’ branded prizes.

Brütal Legend stars Jack Black as roadie-cum-warrior Eddie Riggs, in a comedy adventure that continues the star’s love affair with Heavy Metal. Brütal Legend also has appearances from other iconic rockers such as Ozzy Osborne and Judas Priest, while the soundtrack includes music from many heavy metal bands who were playing live at Download.

Brütal Legend’s ‘Army of Rock’ saw the existing record of 318 air guitarists easily surpassed, with 440 participants registered with the Guinness adjudicators.

The best air guitarists competed to win a limited-edition Tenacious D electric guitar. Everyone who took part got a special Brütal Legend goody bag and inflatable guitar.