Invite for the Eminem Relapse album launch

Blazinstar to take over Covent Garden for experiential Eminem album launch

Tom Hall, 15 May 2009

Blazinstar Experiential has hired the North Piazza at Covent Garden after being chosen by Universal Polydor's media agency, MediaCom UK, to produce a rehab-themed experiential event to mark the release of Eminem's comeback album, Relapse.

Event can exclusively reveal that on Monday 18 May, a mock-up narcotics recovery centre will be erected at the London landmark. Giant ‘E' shapes will highlight the event's location as a footfall of around 100,000 people witness the one-day event.

Participants will be greeted by nurses offering branded ‘blood' test-tubes filled with cranberry juice, then shown to a hospital bed where they can listen to Relapse, rumoured to be the first of two releases from the controversial rapper this year.

A medical wristband will be presented to participants with details of a Facebook site where they can view photographs from the launch.

"The Eminem Relapse Rehab Centre is designed to bring the Relapse album's ‘rehab' message to life," Blazinstar's Shaz Smilansky told Event.

"This integrated approach leverages the high engagement factor of the live brand experience and is a great strategy for generating word of mouth amongst the target audience."

Blazinstar has previously created experiential campaigns for T-Mobile and ITV.

To view our Eminem album click here. See Eventmagazine.co.uk for more pictures and information on Monday.

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