A&E develops innovative campaign around "Hammertime" launch

06/12/2009 | MediaPost Communications

A&E is orchestrating an innovative, experimental marketing campaign around its "Hammertime" docu-drama series, which premieres Sunday. The show's central character, MC Hammer, has helped the campaign build buzz by participating in a microsite, online games and by starring in a viral music video that chalked up about 800,000 views on YouTube this week.

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