RIHANNA – ANTIdiaRY

CATEGORY: Global Brand launch |  Brand Experience • KEY CONTRIBUTION: Brand Strategy | Talent | Experience 

 

CHALLENGE:

Regain market share in a complacent and competitive smartphone market as functional difference decreases, the importance of brand experiences, brand benefits increases

CONTEXT:

Samsung’s cultural partnerships have played a key part in their fight for dominance from JAY-Z to LeBron the brand has shown that leveraging culture in a disruptive way is a valid strategy for standing out.  These partnerships strengthen the cultural relevance to build an emotional connection between the consumer and the brand.

SUMMARY:

In anticipation of her 8th studio album, we crafted a strategic partnership with Rihanna to create an unprecedented episodic 360 mobile 1st multi-platform experience to reimagine the way fans experience an album launch by taking them on a journey through her psyche. The ANTIdiaRY story was told over 8 episodes corresponded to a virtual room that people could experience through their mobile devices.  Over time the characters and rooms of ANTIdiaRY began to spill out in the real world.

RESULTS:

ANTIdiaRY was a cultural phenomenon that redefined the album launch experience making ANTI the fastest album to go platinum in history

• 13MM streams
• 1.4MM downloads in under 14 hours