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How to link the Hip-Hop icon Eminem with his community of followers, before the word

A cross-media campaign from product site to guerrilla and viral marketing, online advertising (awarded with the Interactive Key Award 2003) and an online operation called "The Wall Of Fame": a virtual blank wall where users could leave their tags and cross others' artworks, generating graphic replies in a massive, viral and creative way, far before the birth of modern social networks.

Media: advertised