*A radio station in San Francisco has been playing Nelly’s 2002 hit “Hot in Herre” back-to-back for three days straight.

The Univision-owned Latino Mix 105.7 began spinning the track at around 3 p.m. on Friday (March 14) as part of a publicity stunt before they flip to a new format, relaunching as Hot 105.7, reports.

The stunt worked. By Friday night, the hashtag #Nelly1057 was trending on Twitter and by early Saturday morning the topic was at the top of Reddit. The 2002 No. 1 hit on the Billboard Hot 100 continued to play through the weekend, only pausing for commercial breaks.

Playing a song on loop to promote a format change is nothing new to radio. In 1992, the Bay Area’s 107.7 switched to WiLD after playing “Wild Thing” by Tone Loc for three days. Today the station is WiLD 94.9.