I am really liking Rihanna's new album launch mechanic - an interactive Facebook app 'UNLOCKED' that lets her 'Rihanna Navy' fans uncover exclusives from a new album little by little. Brilliant social engagement that I'm sure will keep her fans coming back for more. How does it work? Fans basically 'Like' the page and go on 'mission's' to unlock new content that is released. Some of the content made available so far includes Rihanna’s 'R' logo, her new website and single 'We Found Love'.
The app has helped boost her following online (with over 45 million people liking the Facebook page and more than 8.5million twitter followers to date) - and there is clearly a tremendous amount of interaction with her fans on a number of social media platforms. The app has obviously boosted awareness and ticks the loyalty box but will be really interested to see how RiRi's digital team integrate this with traditional promo tactics as well as how they keep engagement and momentum going, particularly with newly garnered audiences. There must be so much data to crunch/digest - oh to be a fly on the wall in one of their planning meetings :)
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