CHALLENGE
Launch Eminem’s highly anticipated and long awaited release of “Relapse” in a way that would engage core fans and excite new fans to take action and buy the album.
IDEA
We created an experiential campaign that first launched when Em tweeted a picture of himself “checking in” to a fictional Michigan based facility. This led users to the facility’s site where users explored the disturbing aftermath of Em’s visit to Popsomp Hills and experienced the album first-hand.
RESULTS
Our campaign generated serious buzz on twitter, blogs and earned the praise of fans. The album sold over 700,000 copies in its first week.