Samsung & Rihanna Tease #ANTIdiaRY Via Immersive Digital Experience Clues

Following their recent $25m sponsorship deal, Samsung has teamed up with Rihanna for an innovative campaign teasing the release date of her new album via an immersive digital experience.

The release date of the pop superstar’s eighth studio album, called ‘Anti’, is available to fans who can complete a set of cryptic puzzles hosted on the launch campaign’s www.antidiary.com website.

Rihanna fans are encouraged to use their mobiles to find clues which unlock details of the record release date and album related content pieces.

The campaign offers a virtual reality style experience where players find themselves in a child’s bedroom where they can search around for clues by moving their phones.

Other aspects of the campaign include flashing image videos with musical track snippets.

To promote the tease and drive fans to the campaign site, a new 60-second commercial (featuring Rihanna exploring a mysterious house filled with children) aired during the American Music Awards.

This was backed by shorter 15-second online teaser clips posted by Rihanna and Samsung and seeded across the music web.

Samsung then followed the films by posting a set of enigmatic tweets featuring the hashtag #ANTIdiaRY.

Are you in? #ANTIdiaRy https://t.co/OGdovYaOIT

— Samsung Mobile US (@SamsungMobileUS) November 23, 2015

A story unfolds. #ANTIdiaRy https://t.co/RUXT55xaVN

— Samsung Mobile US (@SamsungMobileUS) November 23, 2015

A light shining amidst the darkness. #ANTIdiaRy https://t.co/j9zIehQ6Ha

— Samsung Mobile US (@SamsungMobileUS) November 23, 2015

72andSunny worked on the tease initiative with the Grammy winner’s label RocNation, as well as with Samsung agencies RGA, Edelman, PMK BNC and the UK-based theatre company Punchdrunk.

‘In today’s cluttered world, it’s important to break out and create unique, personal experiences that people are seeking in order to connect directly with consumers,’ said Marc Mathieu, chief marketing officer of Samsung Electronics America, in a campaign release.

‘We know that one of our consumers’ passion points is music so we decided to join forces with Rihanna because she is an icon of originality and ingenuity and one of the most wildly creative voices in culture today.’

The press work also claims that the work is just the beginning of an unforgettable exclusive journey through Rihanna’s life story and will take fans inside the mind of an iconic artist while blurring the lines between the digital and physical world.

Comment

It was back in October that Samsung signed a sponsorship deal with Rihanna reported to be worth $25m and sees the Korean conglomerate partner her new album and tour.

This new partnership’s approach to spreading awareness and driving excitement through digital immersion and mystery seems to be generating some early engagement.

Launched on 22 November, within two days the campaign’s Instagram account (called iamthekeyholder) has already secured around 10,000 followers and its Twitter account already has more than 2,000 fans signed up.

Given the success of Samsung’s 2013 musical partnership[ with Jay-Z focusing on his ‘Magna Carta Holy Grail’ record and tour, which granted fans access to behind-the-scenes video and early downloads of the album, (see case study),

it certainly makes sense for the IT/Mobile/Electronic giant to try and repeat this strategy with another artists who has the same reach, scale and following..

Links:

#ANTIdiaRY Website

https://www.antidiary.com

#ANTIdiaRY Twitter:

https://twitter.com/IAmTheKeyHolder

@IAmTheKeyHolder

#ANTIdiaRy

#ANTIdiaRY Instagram:

https://www.instagram.com/iamthekeyholder/

Rihanna:

http://www.rihannanow.com/

Rihanna YouTube:
https://www.youtube.com/user/rihanna