In an effort to spark buzz around the holidays and drive in-store sales, Tower Records has kicked off a promotion seeding store coupons to consumers via a costumed-clad street teams.

During the 12-day promotion, which ends today at Union Square, people dressed in full body animal costumes as a dog, cat, bunny, bear and a mouse hit the streets of Manhattan handing out $5 "cutepons" off a $25 purchase at Tower Records and wishing passersby well.

The costumed characters hit high traffic locations, including Rockefeller Center, Penn Station and Grand Central Station, The Today Show and Times Square. The characters will visit Union Square one last time today from 11:30 a.m. to 5:30 p.m.

Tower Records' furry friend hands 'cutepons' to consumers

The characters serve as an extension of Tower Records' Life Played Loud advertising campaign. Tower Records built up its promotions via direct mail sending consumers postcards with pictures of its furry friends with a note saying, "Have you seen us?" and a link to Lifeplayedloud.com.

For more stories on coupons