Eminem Rehab Center in Covent Garden London 18th May 09

There's an Eminem listening "clinic" in Covent Garden, Central London today, where you can get free Eminem drug-mints, listen to the album and if you have time get a massage (!)

It's round the corner from my office so I went down there over lunch and picked up some free stuff.. it's there until 8pm tonight.

From the press release:

Popular rapper Eminem has got marketing agency Blazinstar Experiential to create a mock rehab centre in central London to promote his new album. Passers-by in Covent Garden will be able to attend the rehab centre and receive treatment in the form of listening to Eminem´s latest record Relapse.

The rap star started writing his latest material whilst in a rehab centre himself, fighting an addiction to drugs.

Opening today at 09:00 BST, the Relapse Rehab Centre will close at 20:00 BST.

Eminem look-a-likes and giant letter Es will point to where the fake drugs unit is placed.

Shaz Smilansky, Blazinstar´s marketing director, said: "The Eminem Relapse Rehab Centre is designed to bring the Relapse album´s rehab message to life."

Meanwhile, Eminem admitted that confiding in UK pop star Elton John helped him get off drugs.

In an interview with the Detroit Metro Times, the rapper said: "We became friends and I talk to him about things, career-wise."

The rapper has also launched a viral website to help promote the new album.