Rihanna UNLOCKED Campaign

Our Work: Rihanna

Island Def Jam and Rihanna’s management company, Roc Nation, commissioned AgencyNet, an innovation-focused digital creative agency, to create the Rihanna: UNLOCKED campaign. The idea for UNLOCKED was born out of Rihanna’s desire to thank her massive global fan base (aka The Navy) and allow them to drive her TALK THAT TALK album roll out.Pushing musical and digital boundaries, the Rihanna: UNLOCKED campaign is designed as a thank you to her tens of millions of fans worldwide, aka the #RihannaNavy, who are in the driver’s seat with the power to unlock exclusives from Rihanna’s new album.

Rihanna: UNLOCKED lives an an interactive, gamified experience on her Facebook profile, and the Navy is tasked to work in combination with fans

around the world on multiple “missions” to unlock the exclusives. 

SOURCE : http://awards.agencynet.com/pdfs/Rihanna_Award_Entry_Submission.pdf