Video Exclusive: Eminem experiential album launch

Blazinstar Experiential has showcased its Eminem event, which took place in the North Piazza at Covent Garden on Monday (18 May), with a point-of-view video.

The video, produced by Art War Entertainment, is shot from the perspective of a participant in the experiential event.

Universal Polydor's media agency, MediaCom UK, hired Blazinstar to produce the rehab-themed experiential event to mark the release of Eminem's comeback album, Relapse.

Visitors were greeted by Eminem lookalikes and nurses offering branded ‘blood' test-tubes filled with cranberry juice, then shown to a hospital bed where they could listen to Relapse.

A massage was also offered as part of the ‘therapy' before medical wristbands were presented, linking participants to a Facebook photo site.

"We produced the entire event ourselves, from the hiring to creating the giant 'E' shapes. It was a real challenge with such a short lead time," said Shaz Smilansky, marketing director at Blazinstar.

An estimated footfall of around 100,000 people witnessed the one-day event.

To view a new picture gallery of the event click here.

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