rihanna full album anti free no download listen

We embraced this by integrating clues and VIP experiences into the content of the campaign that engaged all her fans while they waited for the album’s release.įastest album in history to go platinum (14 hours) A large percentage of Rihanna fans were iPhone users, and she wanted the promotion to be inclusive of all her fans, even if the album itself was to be exclusive to Galaxy owners. And, announcing to 80+ million fans their favorite artist’s new album would be exclusive to Galaxy users was also very controversial. The first and most obvious challenge was that the album wasn’t finished yet so no music from ANTI was available for promotions. ANTI was one of the most anticipated pop albums of the last decade with 80+ million fans anxiously speculating about it. ANTI immediately broke records for downloads and within 14 hours it went platinum, faster than any album in history.ĪNTIdiaRy was part of a partnership between Samsung and Roc Nation, which granted a window of exclusivity to Rihanna’s ANTI before its official release.

After months of speculation from fans and the press, ANTI was unlocked exclusively to Samsung Galaxy owners as a free download. There, fans got exclusive content and participated in an online treasure hunt for clues about the album. Spanning over nine months, it included an array of assets for TVCs, film, social, experiential, digital, OOH, and a mobile website which served as the campaign hub. Helping an album go platinum faster than any other in history.ĪNTIdiaRy is an episodic campaign based on Rihanna’s life story to promote her 8th studio album, ANTI.

Rihanna full album anti free no download listen