Rihanna fans can agree on one thing: the pop superstar is one helluva tease.
The bad-girl image has benefited the Barbados-born beauty and brands identify that. Her palpable aura allows for sponsors to think outside of the box every time they collaborate.
Enter Samsung, who’s taking full advantage of Ree’s mystique as they’ve created a series of cryptic clues and a game in a mobile-only, virtual trail teasing the release date of her forthcoming album ANTI. The immersive online experience offers fans clues to her eighth album; ads first launched during Sunday’s American Music Awards. The campaign contains more clues through the “iamthekeykolder” Instagram and Twitter accounts using the hashtag #ANTIdiaRy.
Unlock the mystery. #ANTIdiaRYhttps://t.co/ddHbXXa8dd
— Samsung Mobile US (@SamsungMobileUS) November 23, 2015
There are whispers hinting for a Black Friday release on Jay-Z’s music streaming service Tidal, with wider distribution taking place the following week.
If there’s any person on the planet who can pull off promotional play by keeping mum with a proverbial ball gag, it’s the sultry songstress.
Samsung’s mobile-only approach likely means it wants to use the 27-year-old’s drawing power to promote its Galaxy line of products. The Galaxy S7 is slated for a January release, and the South Korean tech titan reportedly is changing its strategy on smartphones, offering customers to contemplate a flagship phone earlier in the year.
In a classic case of “Bitch Better Have My Money'” Samsung reportedly paid a whopping $25 million for the Rihanna partnership to sponsor her album and tour, which kicks off in February. That kind of cash is a cold bill for brands and marketers to swallow, as most don’t have pockets deep enough to even join the bargaining table. And the bills will only get stiffer. Adele’s camp is pitching a $30 million sponsorship deal to Apple, the New York Post reports, a price tag 10 times the usual sponsorship deal.
Such are the scenarios when working with entertainment behemoths with worldwide reach. Rihanna is signed with Roc Nation, who previously profited with Samsung when they bought 1 million copies of Jay Z’s album Magna Carta: Holy Grail and distributed them for free through its Galaxy devices. Rihanna previously dabbled with VR via her very NSFW “Bitch Better Have My Money” music video.
“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, per AdWeek. “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.”
In the meantime, don’t be surprised if Rihanna’s posting more clues or salacious selfies with her new Samsung by the time the dessert cart comes around on Thanksgiving.
Are you in? #ANTIdiaRyhttps://t.co/OGdovYaOIT
— Samsung Mobile US (@SamsungMobileUS) November 23, 2015
A story unfolds. #ANTIdiaRyhttps://t.co/RUXT55xaVN
— Samsung Mobile US (@SamsungMobileUS) November 23, 2015
A light shining amidst the darkness. #ANTIdiaRyhttps://t.co/j9zIehQ6Ha
— Samsung Mobile US (@SamsungMobileUS) November 23, 2015
Soon, she will move in your cities.
For now, she exists in another era.
I am your guide. https://t.co/29ymWRJ9fe pic.twitter.com/pQ6RTyrLwi— the keyholder (@IAmTheKeyHolder) November 23, 2015