The CW to break Guinness cheerleading record

Exclu: To promote its new fall cheerleading series "Hellcats," The CW is staging an attempt to break a Guinness World Record. 

On Sept. 4, the network will turn the Frisco Memorial Stadium in Frisco, TX, into Cheerleader Headquarters by inviting squads from around the country to participate in a 5-minute choreographed "Hellcats" dance.

The goal: To set a new record for "Largest Cheerleading Dance" at a single venue.

The CW is partnering with the online cheerleading network Cheer Channel to rally the squads and get them trained for a five-minute synchronized performance of a cheer from the show.

As an added incentive, the network is awarding $4,000 to the squad who brings the most participants.

It looks like the network will have no problem making its goal: The current record is 297, and more than 2400 have RSVP'd so far.

This is a savvy way to market "Hellcats." Not only is this completely on brand and not overly expensive, The CW will get a lively video of the event and news peg (cheerleading record broken!) that's sure to land on local news telecasts and blogs right before the show's premiere.

"Even in the age of digital technology, you don't necessarily have to go high tech to capture the imagination of viewers, even the target audience of 'Hellcats,'" said The CW's marketing head, Rick Haskins, who last year orchestrated a blood drive to promote "The Vampire Diaries." "It's just good clean fun and, yes, we think it will ultimately go viral once we get the tape."

"Hellcats" debuts Sept. 8 at 9 p.m. CW partnered with Alloy Media +Marketing, LA and AMP Agency, Boston for the event.