Cool New Tweeting Campaign from music label... Twitter provides a perfect 'teasing' media.

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.

Some of the tweets are behind-the-scenes updates leading up to the album's release tomorrow ("They are still editing my video") while others are seemingly non-sequitur paranoia ("There's no place to hide ..."), complete with links to images that suggest Eminem is in a mental hospital and/or rehab facility called Pompsomp Hills.
Other tweets have included a link to the album's cover, a mosaic of pills that form an image of Eminem's face; a screenshot of his upcoming paid iPhone and iPod Touch game set in Pompsomp Hills; a link to a blood-splattered video for his single "3 A.M." that's set in the fictional clinic; and a link to an interactive web experience that's set there as well.

For the release of Japanese singer-songwriter JuJu's song "Sunao Ni Naretara" (wish I could be true to myself), record label Sony wanted to target women in their teens and twenties. Sony created a brand new type of mobile movie, a "Pair Movie". This is a mobile movie that can be enjoyed with friends by placing two mobile phones next to each other. Half of the movie is shown on one screen and half on the other screen. Two people visit a mobile site and download one half of the movie (either the left of the right), then must sit together to view the full film.

JuJu’s music video for the song was divided up into 5 episodes and was made available for free from www.sonymusic.co.jp/drama/juju. Visitors to the site could either take a picture of a QR code to get the series on their mobile or download directly from the mobile site.
As a result the Pair Movie was played 320,000 times in the first month. The total number of downloads is now 2,200,000 and still growing. More than 150,000 copies of the song were sold and the song Sunao Ni Naretara became JuJu’s biggest hit.

A massive ethnographic study by the Council on Research Excellence released in March found that more than 99% of time people in the U.S. spend with video still comes the old-fashioned way -- on the tube -- and only 0.5% takes place online. A recent study by Advertising Research Foundation Chief Research Officer Joel Rubinson of more than 300 studies on TV effectiveness found that despite the rise of DVRs and other forms of commercial avoidance, there has been no erosion in return on investment from TV ads.