You’re gonna be clappin’ when you hear Eminem rappin’!

So I came across an excellent pratical example of applying marketing concepts. It was a producer that decided to introduce new uses for its products to extend the product life cycle. The company has clearly thought very deeply about its market segments, and decided to pursue a benefit-based positioning strategy. I’m referring to, of course, the following ad for Eminem’s new album, Recovery:

And yes, that’s the Shamwow guy; celebrity endorsement.

On a similar note, another “unofficial” advertisement for Recovery featured a guy ranting about how terrible Eminem’s new album is, complete with an admonish against buying the cd. It’s extremely interesting how an ad like this can be promotional for the upcoming release. However, such an ad is completely within Eminem’s persona, as it were. Loyal fans will know that he is always speaking tongue-in-cheek, making fun and saying things sarcastically in his music, interviews, shows, and appearances. To put the cherry on top of the cake, the ad serves as a biting mockery of critics of his music who often post similarly-styled videos on Youtube.

All things said, the point he makes is clear: If you don’t like my music, don’t buy my album!