Entertainers have been quick to jump at the new micro blogging medium of Twitter; however, few have utilized the service as a worthwhile marketing tool for their work. Enter, Eminem–the controversial rapper whose five year absence from the music world has not gone unnoticed as the world of rap and hip-hop has changed with the influx of new talent. So to build even more excitement for his upcoming release, Eminem and the marketing teams have built an alter-ego Twitter personality to get fans and new fans excited about the Grammy and Oscar winning rappers return to centerstage.

AdAge reports that for Eminem’s new album, “The Relapse,” the marketing team at Aftermath/Interscope Records has mounted an audacious campaign that playfully smears the lines between the rapper’s troubled past and the nightmarish, fictionalized world of his latest work. By using Twitter to dispense short, often disturbing thoughts and links to multimedia components revolving around a mental institution, they’ve helped make the album the most highly anticipated hip-hop release of the year — and set it up for a sequel in the second half of 2009.

How Eminem’s Marketing Team is Using Twitter to Build Buzz