MC Hammer’s Flashmob: Hammer Pants Dance

Written by Matthijs Roumen on June 9th, 2009 | 8 comments

In March this year I wrote an article on ViralBlog called: Using A Creative Flashmob As A Viral Element. In this article, I stated that the flashmob is a one time brand experience which doesn’t cause a good brand recall. I guess I was wrong. The following video keeps spinning in my head all day. MC Hammer touched a great viral strategy in order to promote his hew TV show on A&E TV: Hammertime.

Over 450.000 views in 5 days can be mentioned a viral success. The great thing about this viral is that it isn’t just about the video.

MC Hammer seems to know how to handle social media. With his Twitter account, he reaches out to over 750.000 of his fans, keeping them up to date with info on the brand MC Hammer. With this communication channel he was able to deliver the message about the flashmob several times [1,2] to his community, resulting in a lot of views.

Click to enlarge. Source: Bit.ly

A lot of Twitter users also Retweeted the message, which can be viewed in these Twitter searches [1,2]. Even celebs make their appearances in tv shows with the famous Hammer Pants.

Combined with the traditional media attention the show receives, the viral video fell right in place. The viral amplified the campaign and created a piece of shareable content for those who would like to tell others about the show. Great strategy from A&E TV / MC Hammer!

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8 Comments

• mroumen (Matthijs Roumen) says:

  June 9, 2009 at 08:32

  @martijnreintjes Jawel! MC Hammer deed het iig wel heel tof: http://bit.ly/5O5cD

  Reply
• Igor Beuker says:

  June 9, 2009 at 21:53

  You don’t only show us great insights, you also show us to be honest and authentic!

  We like that! You’ve earned WOMMA points

  Cheers

  Reply
• morala_postel (Kathrin Stieler) says:

  June 10, 2009 at 15:57

  MC Hammer touched a great viral strategy. Enjoy the Hammer Pants Dance: http://tinyurl.com/lf65b8

  Reply
• formagenda (Søren Hansen) says:

  June 10, 2009 at 20:20

  How about some viral Mc Hammer? http://tinyurl.com/lf65b8

  Reply
• Brugabundo (Bruno Cafferata) says:

  June 10, 2009 at 21:58

  MC Hammer’s Flashmob: Hammer Pants Dance… http://tinyurl.com/lf65b8

  Reply
• gforce414 (gretchen) says:

  June 17, 2009 at 12:47

  hammertime flash mob > what you’re watching right now (dap to @kengibous) http://bit.ly/5O5cD

  Reply
• listwizard (HK) says:

  June 17, 2009 at 16:01

  RT @gforce414 hammertime flash mob http://bit.ly/5O5cD

  Reply
• theschmidtz (Mike Schmidt) says:

  June 18, 2009 at 19:01

  Just came across this piece of 90s vengeance for @MCHammer. http://bit.ly/5O5cD. Thanks @adrants!

  Reply