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 In Herre" 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.