Prius Projects (via agency Saatchi & Saatchi LA) has done an exceptional job of creating an online community around a brand, a hub of activity where Prius owners can participate in entertaining initiatives, competitions and actions of goodwill.

This week the buzz and activity surrounds an unprecedented, two-day record-setting event that streams live at http://www.toyotapriusprojects.com/records/ today and tomorrow, March 30 & 31. The goal is to set 200 records in that time, with fun and whimsy trumping tests of physical strength. Most imaginary dinosaurs drawn and named in a Prius, most gummy bears stuck to the windows of a Prius in two minutes, and most paper footballs flicked into a Prius cup holder from the back seat as just some of the proposed challenges.

The event partner, Universal Records Database (URDB.org) will officiate the record-breaking challenges. People with a passion for record breaking can tweet challenges to @toyota #priusrecords.  Videos of the completed challenges will then be posted to URDB.org/PriusRecords where people can attempt to smash the established records with by uploading their own videos.

Go for it!

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