To accompany his new album Relapse, Eminem has created a unique viral website titled “Popsomp Hills,” a fictional rehabilitation clinic which makes patients worse after treatment. At PopsompHills.com, visitors are greeted by a quote from Ralph Nader on addiction treatment and links to a consultation number and email address. 
Once digging deeper, unsuspecting readers will quickly discover the site’s true intent.
The “Learn More” portion of the page leads to a Wikipedia link for Hell, and the “Terms and Conditions” portion bluntly lays clear their intentions.
“Thank you for caring. Unfortunately, it will never be enough to save you,” it ominously states. “We are not fair people. We make mistakes under the influence just like you did in order to get you here. Life is too short, party harder than ever.
We can help. Pain is not only tolerated – in fact it’s encouraged.” The website/program “founder” is Dr. Balzac, whose rehabilitation slogan is “humanity is not kind. Impassionate is new passion.”
The overall theme ties into Relapse’s recurrent pill addiction motif. An official picture on Eminem.Com shows the Detroit emcee checking into Popsomp Hills.
