Experiential Marketing | Eminem Experiential Album Launch in Covent Garden
June 4, 2009 by admin
Filed under Case Studies
Promotional agency StaffWarehouse worked with experiential marketing agency Blazinstar Experiential providing promotional staff for the release of Eminem’s new album Relapse which took place in London’s Covent Garden in May 2009
Experiential Marketing Eminem Album Launch in Covent Garden
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The Brief:
To raise awareness of Eminem’s new Album on the day of the experiential marketing campaign and to drive footfall in store increasing sales.
The Execution:
Trained motivated promotion staff were carefully selected from StaffWarehouse’s database for the brand experience. Promotional staff were provided with doctors outfits and then went on encouraging consumers to enter the experiential mock up hospital and listen to Eminem’s brand new album. Once inside there were 4 different zones for participants to enter including a massage zone. The promotional staff had their hair cut before the campaign to match the Eminem style.
The Results
At the experiential marketing activity 1500 test tubes and 2000 pills (Sweets) were given out on the day to target audiences, over 2000 participants engaged with the activity. HMV store manager said it was the best selling album on the day!