In winter 2019, Slayer, one of the greatest metal bands of all time, left the stage forever. At the end of their 38-year career, the band was looking for a unique idea to promote their final live album ("The Repentless Killogy") and to leave their longtime dedicated fans a special farewell gift.

Hell-P – the first record you can play in hell. A strictly limited 6.66 inch record that is the last Slayer single ever released. Forged from stainless steel and copper, it withstands infernal temperatures of up to 1,500° Celsius. But to listen to the record, fans had to set the completely sealed inner sleeve on fire. With a match, enclosed in a copper coffin. The hottest metal collection piece ever made, or as many Instagram users put it: "I would sell my soul for this!"

100 copies have been sent to international journalists, metal magazines and long-time companions. 6 copies were given away to fans via social media. Made for metal fans who are known for their passion of collecting. The activation became one of the most successful promotions in 38 years of Slayer. With thousands of fans creating new Instagram profiles just to participate.

The ultimate collector’s item. Forged from stainless steel and copper, the 6,66 inch single withstands infernal temperatures of up to 1,500° Celsius. Embedded in a richly illustrated hellfire package, the Hell-P must be freed from its completely sealed inner sleeve by setting it on fire with a black match, whose solid copper coffin also serves as seal for the outer packaging.100 copies have been sent to international journalists, metal magazines and long-time companions to create buzz and demand amongst fans. Then, 6 copies were given away to fans on the social media channels of Slayer and their label.

100 copies have been sent to international journalists, metal magazines and long-time companions. 6 copies were given away to fans via social media. One of the most successful activations in 38 years of Slayer: Thousands of metal fans created Instagram accounts just to participate. Blogs, influencers and TV stations worldwide were reporting about the Hell-P. 61 million media impressions, 1.8 million views in social media in the first 24 hours and 150.000 likes, shares and comments. Without a single cent spent on paid media.