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Rihanna’s world

By Alex Jordan 30 : 11 : 2015 Rihanna : AntiDiaRy : Samsung

Global – Rihanna is sorting her biggest fans from the rest with an elaborate online game to launch her eighth studio album.

  • ‘She’s waiting for you. Are you in?’ teases the site, where fans must work hard to uncover clues 
  • The campaign spans online and social media in a dazzling piece of Faction Marketing storytelling
ANTIdiaRY by Rihanna and Samsung, Global ANTIdiaRY by Rihanna and Samsung, Global
ANTIdiaRY by Rihanna and Samsung, Global ANTIdiaRY by Rihanna and Samsung, Global
ANTIdiaRY by Rihanna and Samsung, Global ANTIdiaRY by Rihanna and Samsung, Global
ANTIdiaRY by Rihanna and Samsung, Global ANTIdiaRY by Rihanna and Samsung, Global
ANTIdiaRY by Rihanna and Samsung, Global ANTIdiaRY by Rihanna and Samsung, Global

With social media on tenterhooks, the popstar isn’t giving anything away just yet. The details for the release of Anti are shrouded in mystery – no small feat in the information age. But dedicated fans can try their hand at unearthing the details thanks to a new online game developed by Samsung.

ANTIdiaRY.com is a mobile-first site that will reveal itself over time. Players begin in an eerie bedroom in which they must uncover clues. When they find the ‘key’ they are taken to the Instagram account ‘Iamthekeyholder’, where viewers join a dialogue of users attempting to decipher the series of symbolic images. 

The Big Picture

The digital revolution isn’t only about saving consumers’ time. As we examine in Revelation Brands, it’s also about transporting people into imaginary worlds that take time to uncover.

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