Rihanna Gets Ready To Talk That Talk
Rihanna‘s strategic UNLOCKED campaign to promote upcoming album Talk That Talk is proving to be a massive success.
The Facebook app, which lets users feel as if they’re interacting with Ri Ri by unlocking special content and helping promote her album, builds on a new marketing wave by artists that have significant fanbases. The premise is simple: show your support and be rewarded. As Alex Morrison from AgencyNet (which created UNLOCKED alongside Island Def Jam) says: “Its not that we wanted to create a Groupon for Rihanna, but what we did want to do was create a value exchange for Rihanna’s fans.”
The content fans have been able to “unlock” (via just “Liking” her Facebook page) include earning the lyric sheet to her new album, the “R” logo, her first single “We Found Love,” the new website, album release date and album cover. For Rihanna’s rabid fans (who call themselves “The Navy”) the digital campaign has made its mark, giving the pop star nearly one million new Twitter followers, created more than 2.5 million tweets (a 445% increase from before UNLOCKED was launched) plus 700,000 Facebook fans with an estimated 208 million Facebook impressions.
Talk That Talk is available from November 21. Check out various UNLOCKED content below:
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