What publicity stunt did William Kemp do in 1599?

In 1599, actor and dancer William Kemp embarked on a nine-day jig, or dance, from London to Norwich. He did this to promote the play "Return from Parnassus," in which he was starring. Kemp's jig became famous and was later celebrated in literature, including in Ben Jonson's play "Every Man Out of His Humor."