Raising Temperatures With Viral Marketing

Here's a pretty good example of the much-talked-about but misunderstood genre of "viral marketing."

One time Oakland A's batboy Stanley Burrell, known professionally as MC Hammer, was red hot from the late 80s to mid-90s. Since then, his career has gone cold enough to run a Popsicle plant for a week.

Recently Hammer has bathed in the warmth of both a blog and, the hottest thing online, Twitter, the combination of which was just enough to raise some heat at A&E.

Last night the cable network launched a "docu-drama" series called Hammertime, "which," says Online Media Daily, "chronicles the present-day life of '90s mega celebrity and current celebritwit,* MC Hammer."

Here's the story, gold parachute pants and all.

Don't miss the video.



*This is a new word for me. At first reading it seemed pejorative, reminiscent of the classic Monty Python sketch, "Upper Class Twit of the Year."