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”.

Players battle each other in real-time using lyrics from Eminem’s hit songs. Battles consist of hundred-and-twenty second rounds where each player has to fill in the gaps in the lyrics. The player who can fill in the gaps in the fastest time, win the battle and is awarded a virtual cash prize.

Players are ranked on a leaderboard according to their earnings and can 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 continue through to being ‘discovered by an A&R’, ‘sign a record deal’ and eventually become a ‘double platinum artist’.

We designed the game to spread virally through Facebook by using Facebook Connect technology. 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.