International superstar Rihanna will commandeer the worldwide launch of her brand new single “We Found Love” feat. Calvin Harris, today September 22nd at 9:00amEST, utilizing her Facebook page and radio simultaneously. Rihanna is the #1 female artist on Facebook with over 45 million fans.
The global launch of “We Found Love” kicks off the new “Rihanna: UNLOCKED” campaign, leading up to the release of her upcoming sixth Def Jam studio album on November 21st (title to be announced in the weeks ahead). “We Found Love,” sets the stage for Rihanna’s forthcoming new album, the eagerly anticipated follow-up to LOUD (released November 2010), an industry phenomenon that is multi-platinum worldwide, with global sales of nearly 8 million.
Pushing musical and digital boundaries, the “Rihanna: UNLOCKED” campaign is designed as a thank you to her tens of millions of fans worldwide, aka #RihannaNavy, who will be in the driver’s seat with the power to unlock exclusives from Rihanna’s new album. Rihanna: UNLOCKED, an environment built by AgencyNet, will live as 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. UNLOCKED provides fans with a direct, engaging lifeline to Rihanna while she’s on tour throughout the UK and Europe from September 29th until December 22nd.
Already this week, fans have unlocked the lyrics and artwork to “We Found Love.” Now, with the Navy working at a fever pitch online, they succeeded in unlocking the single itself.
Keeping an eye on the development of this campaign. Guys at AgencyNet did a pretty awesome job!
