Cozi sets world record for longest line of ducks. (Cozi photo)

Seattle startup Cozi has set a world record for longest line of ducks in a row (and maybe best PR move?). With the help of 80 volunteers, the online calendar and organizational service organized a mile-long chain of 17,782 yellow rubber ducks in Seattle's Magnuson Park on Sunday. The achievement was then officially declared a Guinness World Record by an adjudicator.

The company said the attempt was a physical representation of its effort to "help more families get their own ducks lined up," and a playful way to promote some upcoming features.

Cozi's free service allows busy families to share calendars, shopping lists, photos and more. The service can be accessed from any desktop computer, Android device or iPhone so families can stay organized on the go. It also includes email or text-message reminders about upcoming events like baseball games and parent-teacher conferences.

The promotion coincides with new features the company is rolling out in preparation for back-to-school season: a BlackBerry app, and a way for families to share calendars and individual schedules with other families.

The company was founded in 2005 by a group of former Microsoft, Amazon and Expedia executives, and is headed by Robbie Cape, a Microsoft veteran.