Eminem Goes Back To Rehab In New Viral Campaign

To promote Relapse, the Detroit MC posts photos of himself checking into the fictional Popsomp Hills Rehabilitation Center.

By now, you probably are aware that [artist id="502642"]Eminem[/artist] has a new album, Relapse, hitting stores on May 19. And, in celebration of that, he's checked himself back into rehab.

The Popsomp Hills Rehabilitation Center, to be specific — a Bloomfield Hills, Michigan, facility that "uses a number of cutting-edge techniques to persuade even the most desperately addicted person into treatment." And he's not hiding it, either, posting a photo on his Twitter account that shows him checking into Popsomp.

Of course, if it seems like Em is being a bit too open about the matter — after all, back in 2005, he received treatment for a dependency to sleep medication — well, join the club. Seems most fans see Popsomp as the opening moves in a viral campaign to promote Relapse, à la Nine Inch Nails' ultra-ambitious Year Zero stunt back in 2007.

To wit: Say the name "Popsomp Hills" three times fast — sounds an awful lot like "Pop some pills," doesn't it? Now take a look at the cover of Relapse. Plenty of pills on there, huh?

Next, consider Popsomp's slogan — "We Remade You" — a riff on the title of Relapse's first single, "We Made You." And dig around on the facility's Web site, where you'll learn that it was apparently founded by a Swiss therapist named, uh, "Dr. Balzac" (we know). Oh, and if you click on the "Learn More" link at the bottom of the page, you're redirected to the Wikipedia page for Hell.

Still, you've got to hand it to Em for trying. If you call the Center's "24-hour confidential information line," (313) 486-5975, you are greeted by a woman who tells you that Popsomp is "currently experiencing technical difficulties," and are advised to press 1 to receive text messages with information. Send an e-mail to info@PopsompHills.com, and you receive an automated response from Dr. Balzac himself, who briefs you on the center's "4-prong program," designed to "teach you how to get back in the driver's seat and start living on cruise control."

Fans are encouraged to sign up for Popsomp's newsletter, where — in theory — they'll learn the next step in Em's viral campaign.

A spokesperson for Eminem's label, Interscope Records, did not respond to MTV News' request for comment on Popsomp Hills.