Welcome to the "New Media" Revolution!

New Media on Ulitzer

Subscribe to New Media on Ulitzer: eMailAlertsEmail Alerts newslettersWeekly Newsletters
Get New Media on Ulitzer: homepageHomepage mobileMobile rssRSS facebookFacebook twitterTwitter linkedinLinkedIn

New Media Authors: Aelvish Manvar, Suresh Sambandam

Related Topics: Twitter on Ulitzer, New Media on Ulitzer

News Feed Item

Eminem, Interscope and Omelet Check in to Popsomp Hills Rehabilitation Center

Omelet (www.omeletla.com), a hybrid creative and entertainment agency recognized for its big ideas and innovative use of nontraditional media, today announced its involvement in a fully integrated experiential campaign developed to launch Eminem’s highly anticipated and long-awaited release of “Relapse” – his first album in over four years. The multimedia experiential campaign was created, developed and produced by Omelet in collaboration with Eminem’s long-time manager Paul Rosenberg at Goliath Artists, Inc., Eminem’s marketing director Chris Clancy, the marketing team at Interscope Records led by Dennis Dennehy and Andrew Flad, and Robot Films’ directorial collective Syndrome.

Entitled Popsomp Hills (www.popsomphills.com and www.therelapse.com), the integrated initiative consisted of a faux-corporate destination website for the rehab center that switched to a multi-phased and robust online video game experience (www.therelapse.com), banner ads that promoted “Relapse” and Popsomp Hills, a print campaign for “Relapse” that contained a phone number for the rehab center, a promotional component where pill bottles were distributed via street teams in major markets, integration into Eminem’s critically acclaimed “3 a.m.” music video (directed by Syndrome) and testimonial viral videos from Popsomp Hills illustrious founder – Dr. Timothy Balzac.

“Omelet is truly a visionary agency that always brings the best ideas to the table and understands not only how to execute them at the highest level, but how to create an experience that becomes viral and captivates a mass audience instantly,” said Dennis Dennehy, Interscope’s Head of Marketing and Publicity. “Together, we were able to create one of the most integrated and nontraditional marketing campaigns Interscope has ever done for a major album release. Omelet was the perfect creative partner for such a task.”

The campaign centered on a fictitious rehabilitation center that serves as the central portal where consumers can enter into the mind of Eminem and get up close and personal with his album “Relapse.” Popsomp Hills was first launched on Twitter when Em posted a single picture of him “checking in” to the Michigan based facility that was designed to drive consumers to find out more about his situation. Once directed to the corporate website for the faux rehab center, they could learn about the various methods used for treatment, philosophy, read success stories and learn about the founder of the facility – Swedish born Dr. Timothy Balzac. In addition, the Popsomp Hills phone number was included on all marketing materials (313-486-5975) that consumers could call and be directed to a “corporate phone tree” complete with scripted voicemail options and the ability to leave a message for a variety of departments in the center as well as Dr. Balzac and Em. After one week, the corporate website for the rehab center switched into a robust online videogame that let users search a virtual world of blood spattered terror to figure out what happened and if Eminem was behind the carnage. Fans were encouraged to dig deep into the site and locate various hidden clickable items and gather clues about what’s to come. In addition, the music video for the album track “Crack a Bottle,” directed by Syndrome, could be discovered on the site.

“This campaign is a great example of how a creative agency, client and artist can truly work together to create something fresh and new,” said Shervin Samari, Partner at Omelet. “Paul and Chris along with the Interscope marketing team and Syndrome were amazing to work with, and it’s evident in the creative and execution of the Popsomp Hills campaign.”

Em’s music video for the song “3 a.m.” was also was a driving force to help unfold the gruesome back-story associated with the Popsomp Hills campaign. The basic storyline is that Eminem has checked into Popsomp Hills for treatment of drug addiction. While there, he is “treated” by Dr. Balzac who uses very unorthodox counseling methods causing Em to relapse. Eminem breaks into the pharmacy and takes a dangerous combination of pills, which cause him to go on a psychotic murderous killing spree throughout the clinic before escaping. During his rampage, Em blacks out and when he comes to, he is alone in the woods and covered in blood. He has no idea what has happened and has to re-enter Popsomp Hills to try and put the pieces together.

This is where the consumer journey at the site begins. The music video was produced by Robot Films and directed by the collective Syndrome. Syndrome also worked intimately with Omelet throughout the course of the entire campaign helping to shape and influence its development.

“Working with Omelet was fantastic. They completely understood what we were trying to accomplish with the marketing of this album,” said Paul Rosenberg, CEO of Goliath Artists, Inc. and President of Shady Records.

Over the coming weeks, consumers are directed to continue visiting the site as new features, hidden rooms and clickable items will be added to the experience.


OMELET is a Los Angeles-based full-service branding, advertising and entertainment big ideas company comprised of egoless creative entrepreneurs. Omelet specializes in creating big ideas designed to solve a brand’s core business challenge. At the forefront of the ever-evolving marketing landscape, Omelet is helping to redefine how brands and entertainment co-exist. Omelet has worked with a variety of clients including ABC, The Academy of Motion Picture Arts & Sciences, Anheuser-Busch, Amstel Light, The Coffee Bean & Tea Leaf, EA, Eye-Fi, Focus Features, Fox Mobile Entertainment, Fox TV Studios, G4 Network, Interscope Records, Microsoft, NBC “Green is Universal,” Sony Pictures Entertainment, Sony Television Studios, TBS, TNT, Toyota, USA Networks, Vivendi Games, Warner Bros and Xbox.


Combining the legacies of three of the most influential record labels in modern music history, Interscope Geffen A&M Records embarked on a new tradition of musical achievement with its unification on January 1, 1999. Headed by Chairman Jimmy Iovine, Interscope Geffen A&M is a major force in global music, developing chart-topping artists across a wide range of musical genres including rock, rap, pop and alternative. Interscope Geffen A&M Records is part of Universal Music Group, the world’s largest music company.


Robot Films is a Los Angeles-based creative lab producing music videos, feature and short film, web content, TV and commercials. Led by veteran Founder/Director Chris Robinson and Executive Producer Rosanne Cunningham, Robot offers a wide range of services, boundless energy, and vast experience. In addition, Robot houses directing collective and design/animation group, Syndrome, who are prolific directors and often collaborate on Robot directed jobs. Syndrome is a multidisciplined trio comprised of Directors/Designers Micah Hancock, James Larese, and Mars Sandoval. Syndrome’s primary focus is merging science with soul, and manipulating technology for the sake of creative growth and artistic expression.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=5969489&lang=en

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.