Challenge: How do you promote Kmart’s offering of Halloween costumes when there’s no new news to celebrate?

Solution: You turn a “Holiday spot” into an opportunity to set a new Guinness World Record.

We hired Monternez "Monty" Rezell of America's Got Talent and set up shop at a Kmart in downtown Chicago. With the press, bloggers, radio stations and throngs of people in attendance, celebrity dancer Monty Rezell set the world record for costume changes, changing 155 times in eight hours.



5.6m Twitter impressions

37 blog posts

20 news articles

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