Eminem’s ‘MMLP2’ Marketing Juggernaut: Tapping ‘Call of Duty,’ Beats, ESPN to Help Sell 750K Albums

(From Billboard Biz) Released less than a week ago, The Marshall Mathers LP 2 has been selling right and left. The Marshall Mathers LP 2 is selling so well, in fact, that it is projected to sell about 750,000 units. This is great news for artist Eminem; he has not released an album in more than half a decade. In a time when physical units selling are just not enough, however, tactical enterprises must be created.

Before the release of Eminem’s last album, his manager, Paul Rosenberg, and Interscope Records secured a deal with Activision, the company that delivers the video game “Call of Duty” to millions upon millions of players around the globe. To give some insight into the successes of Activision, the company grossed approximately one billion dollars on the first day of the release of the game “Call of Duty: Ghosts.”

Activision and those that serve the Eminem brand have forged an alliance between products, and the projected success that will come from this partnership is astounding.  Tim Ellis, the chief marketing officer at Activision, says, “We know from our own research that our fans have a really strong affinity for Eminem – there’s a lot of overall there. Aligning the two brands is something we think will continue to serve us well into the future.”

The song “Survival,” straight off the Marshall Mathers LP 2, will be used in Activision’s holiday and typical marketing. Meanwhile, the track was released for public consumption at a “Call of Duty” occasion in L.A. One of the greatest parts of the deal is that all who purchase “Call of Duty: Ghosts” will be able to download the Marshall Mathers LP 2 plus one “exclusive” song thanks to a code provided in the marketing materials that come with the game.  This download does come at a price, $8.99, but it is an almost 33% discount from the iTunes price.

Retail is another animal that representatives from Interscope and Activision plan to use in an effort to increase both album and game sales. Deals with ESPN as well as Beats have also been created and will help Interscope Records as they work to sell a multitude of units for Eminem’s latest release.