New York, NY (PRWEB) June 11, 2009 -- As the world premiere of new A&E series "Hammertime" approaches, the cable network has launched several interactive online and mobile features based around the life and family of iconic rapper, dancer - and digital media evangelist - MC Hammer. Fans can visit the official "Hammertime" minisite to follow Hammer on Twitter, play games, and interact with the series both leading up to the June 14 premiere as well as while watching the show.
"Hammertime" premieres on the A&E Network Sunday, June 14th at 10PM ET with two back-to-back half-hour episodes, and will then air each Sunday at 10PM ET. The 10-episode weekly series follows MC Hammer and his wife Stephanie, along with their family of six: A'Keiba, 21; Jamaris, 18; Sarah, 15; Stanley Jr., 13; Jeremiah,11; Samuel,4.
Viewers can interact with the series through the "Hammertime" minisite, featuring:
- Twittertime - a running stream of MC Hammer's Twitter updates
- Hammer It Home Game - a board game style online game that takes you through Hammer's experiences
- Family Photo Gallery - images from the series and from the Hammer family's personal collection
- 'Hammer Knows Best' parenting tips dance-chart
- 'Stephanie's Recipes' recipe guide from Hammer's wife
- Short-form Hammertime videos including sneak peaks at upcoming episodes and interviews with each family member
- Online contests, discussion forums, a Hammertime widget and more.
In June, an in-show sync to broadcast mobile application for the series will be introduced. Viewers can sign up to receive SMS alerts that will be sent during each episode - a first for the network. The texts will come from MC Hammer or other family members who are featured in the episode, and will give "insider" information about what was really happening during the scene. The text feature is powered by Motricity.
"MC Hammer is renowned for his trailblazing use of Twitter, so digital extensions for the Hammertime series will have added marketing value," said Paul Jelinek, Sr. Vice President, Digital Media, A&E Television Networks. "We think this multi-platform promotional approach will not only appeal to our existing viewers, but will also attract new fans to the network and our website."
Hammertime takes a peek inside the life of Stanley Burrell who rapped and danced his way into the hearts of America in the 1990s as MC Hammer and to date has sold more than 50 million albums worldwide and is a three-time Grammy award winner. Known for his thrilling stage shows, powerful dance moves, catchy pop hits and his community commitment, Hammer faced some very public financial woes and now lives a more economically balanced life in Oakland, California with Stephanie, his wife and confidant of more than 23 years, and their family of six kids ranging in ages 4-21.
The original unscripted series is produced for A&E Network by 3 Ball Productions Inc. J.D Roth, Todd Nelson and MC Hammer are series executive producers. Executive producers for A&E are Robert Sharenow, Scott Lonker and Stephen Harris.
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