1. To deliberately produce something so bad it's good. Creating something genuinely campy would be the perfect shatnerization. While not quite as unachievable as exceeding the speed of light, perfect shatnerization is as difficult as bowling a perfect game.
(Note: This does not infer that Shatner's early musical works are deliberately campy. They do, however, set a standard.)
2. To parody yourself (a la William Shatner's commercials for Priceline).
The "How Berkley Can You Be" parade is a day for Berkleyites to shatnerize themselves.
Newsweek: Doesn't it bother you that your version of "Mr. Tambourine Man" is a camp classic?
William Shatner: ...yes, in the beginning it bothered methat people singled it out and poked fun at it. They didn't know what I was doing. The album, "The Transformed Man" is much more extensive than that song. But since people only heard that song, I went along with the joke.
Newsweek: Uhh...OK Bill.