To launch his new album Revival, Eminem and Interscope Records subverted the very idea of a high-profile record launch by dropping it on the down-low, using the most un-hip-hop type of marketing there is – pharmaceutical advertising.

Media channels included primetime TV, OOH, owned media (site and 1-800 number), as well as paid digital and social.

The 30-second pharmaceutical spot was planned and executed in a 6-day window, with network clearance being a major hurdle. Thankfully, many local markets did not understand the content and it cleared quickly, even though the pharmaceutical product was completely fake. The site is still up months after launch while the paid media cycle was a 14-day window.

Eminem’s record debuted at number one and fans rallied behind Eminem as an artist the still knew how to f with the media.