updated 03/17/2014 AT 8:00 AM ET
•originally published 03/17/2014 AT 9:45 AM ET
To commemorate its format change from Latino to “hot” hip-hop and pop programming, San Francisco’s 105.7 radio station began playing Nelly’s deathless ode to high temperatures and nudity, “Hot In Herre,” on repeat at 3 p.m. Friday.
The practice isn’t anything new: Radio stations do this sort of thing in preparation for a content change all the time: A station in Austin, Texas, even used “”Hot for its own format change in 2003.
But social media played a large part in the spread of this particular stunt. The #Nelly1057 hashtag was recirculated endlessly on Twitter, and became one of the trending stories of the moment.
Yet sadly, even the hottest things must come to an end: The stunt will stop Monday at 5 p.m. PST.
Hitting the sweet spot of millennial nostalgia and social media savvy worked out well for Hot 105.7: A beloved, but kind of absurd, song on an endless loop brought eyes (and presumably ears) back to a format that sorely needs them.
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