Case Study: Emaar Dubai reaches a global audience and breaks a Guinness World Record with Twitter live-streaming

Emaar Dubai goes live on New Year’s Eve, inspiring a global audience and breaking a new Guinness World Record

Emaar Dubai set out to invite a global audience to experience Downtown Dubai’s New Year’s Eve celebration — centered on the Burj Khalifa — in real time. The challenge was to extend the moment beyond the local crowd, build anticipation worldwide, and create meaningful engagement around the event.

Emaar ran a phased Twitter campaign using GIF teasers, a “Retweet to Remind” mechanic, a chatbot promoted via Direct Message Cards, and a live stream of the show, followed by highlight videos. The approach sparked a real-time international conversation, inspired new audiences, broke a Guinness World Record, and delivered strong results (about 1.5M reached, 41K+ engagements and 3.6K+ direct interactions).

Emaar