The single, called Hot in Herre, will be promoted with an interactive game. It is being sent to an email database of Nelly fans, with a 'send to a friend' e-card providing a viral mechanic.
FHM.com will run a home page ad promoting the saucy game, in which players have to slap as many bottoms as they can to gain points. The game will also feature in the 'Big Eye on the Web' section of FHM.com.
X-rated and 'clean' versions of the game will be offered. The record company will expand its database of consumer information by inviting players to add their high scores to a leaderboard. High-scoring users in the x-rated version will be shown a video strip show. Clips of its music video will feature in the game's introduction sequence.
Digital agency Hypnosis Media designed and produced the interactive game.
Online marketing firm Digital Outlook brokered the deals.
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