In Bradley Wiggins' book "My Hour" it states the following:
"Chain - standard Dura-Ace chain treated specifically for the attempt to reduce friction. The cost of development was 6,000 pounds UK, making it the most expendive bike chain in the world."
"Gearing - a 58 x 14 ratio. The chain ring was built specifically for the record attempt by the highly skilled precision engineers at Hope Technology."
One could also reduce friction by treating hubs and bottom bracket bearings with a good lubricant.