Paramount Pictures UK teamed up with KISS radio presenter Tyler West to mark the release of Sonic the Hedgehog 3 by setting a Guinness World Record.

The effort is part of KISS and Paramount Pictures’ multi-phase campaign to drive audiences to cinemas for the new film. The campaign was devised by Bauer Media.

West, alongside performance artist Mariam Olayiwola, attempted to break the world record for the fastest time to catch 30 hula hoops as a team of two. West threw the hoops while Olayiwola caught them with her torso.

The duo achieved the record in 29 seconds, beating their target by 16 seconds.

KISS listeners can also participate in the excitement by playing ‘The Quiz the Gets Quicker’ live on-air for a chance to win a Sonic-themed experience on release day.

Bauer Media advertising managing director Simon Kilby said: “At Bauer Media, we always aim to work with our partners so closely that we seem like one team – and nothing says one team like working together to break a world record!

“Tyler and this campaign are a perfect example of how KISS can use its trusted presenters to create commercially led content that connects with audiences in a fun, engaging, and fresh way.”

John Fletcher from Paramount Pictures UK added: “We pride ourselves at Paramount on working closely with all our partners to bring the most creative and impactful partnerships to life. And Bauer always delivers, and this time in record-breaking fashion.”