MediaCom UK appointed Blazinstar on behalf of Universal Polydor to create a live brand experience that marked the launch of Eminem’s new album “Relapse” Blazinstar designed and built a 1day ‘field hospital’ style rehab centre in the heart of Covent Garden. Target audience members were invited to The “Relapse Rehab Centre” via social media platforms. The hospital style set featured different zones where participants could chill out, listen to the album, drink blood (Cranberry Juice), have a therapeutic massage, and receive a prescription (Candy!).
The impressive production work handled in-house by Blazinstar, generated several industry awards. Focal points included giant ‘E’-shapes filled with medicine pills, a hospital bed ward and custom built ‘medical drips’ which played the album. Participants were invited to the ‘Eminem ward’, where consumers were ‘checked in’ with hospital-like branded wristbands that directed them to the Rehab Relapse Facebook group on which Blazinstar posted participant photos. Chill-out beds, refreshments, and hot or cold compresses were provided to participants while they relaxed and listened to the “Relapse” album on headphones. After receiving the branded candy medication and a mini massage from a ‘nurse’, which completed the participants’ rehab visit, they were directed to the nearest HMV store where they could purchase “Relapse.”
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