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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.
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