Rihanna is building buzz around her new album with a tricky campaign from Samsung and 72andSunny. The ads, launched during Sunday night's American Music Awards, lead to an immersive online experience—a website and game—where consumers can put together clues and possibly find out when Rihanna's new album will be released.
Given the success of the company's partnership with Jay-Z in 2013 with the release of his album Magna Carta Holy Grail, which gave consumers access to behind-the-scenes video as well as early downloads of the album, it makes sense that Samsung would try and build off of that with another artist.
72andSunny's New York office worked with RocNation as well as Samsung's partner agencies, RGA, Edelman, PMK•BNC and theater company Punchdrunk on the campaign, confirmed a rep for the agency, which otherwise declined to comment.
"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. "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 work, according to a release, 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."
In October, Samsung reportedly signed a $25 million deal with Rihanna, with the company sponsoring her upcoming album and tour.
So far, building a mystery seems to be working. The campaign, which uses the hashtag #ANTIdiaRy, also features an Instagram account called iamthekeyholder that has already garnered almost 10,000 followers, while a Twitter account has over 2,000.