Hip-hop artist MC Hammer breaks down the home search in new campaign from real-estate site Trulia.
For "Hammerfy Your Home," consumers can mix a custom rap song and video based on their home-search preferences. Users visit Trulia.com/Hammerfy on a desktop or smartphone to answer a series of questions about what they are looking for in a home, why they are moving and what type of neighborhood they want to create their own music video featuring Hammer.
According to Lynnette Bruno, vice president of communications at Trulia, the entire campaign is a fun way to go about "finding the inspiration for your home search" among the brand’s demographic of buyers in their 30s to mid-40s.
The micro-site generates 3,000 different music videos based on how the user answers the specific questions. Each music video mixes lyrics like, "Few months ago you got that love in, now you got a bun in the oven" and "Step one, find a place for your fam, need a room for everyone in your clan."
Instead of his customary golden vest, the ‘90s rap star dons a studded jacket but still dances in an updated version of Hammer pants. The songs and videos were created by Hammer, creative agency The Marketing Arm and music agency Jingle Punks.
It’s the latest in a series of campaigns Hammer has appeared in this year. At the end of April, the rapper was in a commercial for 3M’s Command Strips, trying to convince home decorators to "stop hammer time."
The same month, he did a raindance in an ad for Starburst.