Eminem Social Media Campaign

We designed and built a social media campaign centred around a unique online rap battle to celebrate the launch of Eminem’s album “Recovery”.

In the contest players have to battle each other around the world using lyrics from Eminem’s hit songs. Battles consist of hundred and twenty second rounds where each player will have to complete the gaps from lines from an Eminem song. The player who can complete the most lines in the fastest time won the battle and will be awarded a virtual cash prize.

Players were ranked on a leader board according to their earnings and could share their progress with their friends by automatically publishing updates to their feeds on Facebook.

Starting with a ‘residency at The Shelter’, where Eminem used to battle in his early days, players continued through to being ‘discovered by an A&R’, ‘sign a record deal’ and eventually become a ‘double platinum artist’ as they progress through the game and complete tasks.

We designed the game to spread virally through Facebook by using Facebook Connect technology, we encouraged the players to give us permission to publish updates to their feeds by offering them incentives. The game is loosely based on Eminem’s own career and how he went from being an unknown artist battling other MCs to becoming the biggest selling rapper in the world.