ANTIdiary was a mobile virtual reality experience that let Galaxy owners follow Rihanna’s journey through 8 virtual rooms, each thematically linked to one of her albums.

Users explored these 360º environments simply by moving their phone around - no apps or headsets required.

Guided by a series of cinemagraphs, the story unfolded in any direction they chose. They uncovered clues, met characters, solved mysteries. Every path led deeper into the story, every answer created more questions.

Hidden Galaxy devices in each room led to a mysterious Instagram account that held keys to real world events, including Rihanna’s upcoming tour.

When curious fans started hacking into the source code, we planted more clues there, including a unique substitution cypher, ASCII images, and exclusive photos of Rihanna.

At the end of the journey was the thing everyone was waiting for: ANTI. Rihanna’s most personal album yet, with an exclusive download for Galaxy owners.

ANTIdiary was a multichannel narrative that took place across a wide variety of digital media. We launched with a teaser site during the American Music Awards, with cryptic messaging driving email captures.

The main experience was a mobile virtual reality site consisting of 8 rooms, each of which had social, photo, video, cinemagraphs, and other interactive elements. The rooms launched one at a time between 11/22/15 and 1/28/16, keeping our audience engaged and stirring social conversation across multiple channels.

The experience was designed for the mobile web and could only be properly accessed through a smartphone. It was live all over the globe, with enhanced and refined experiences for the North American audience. Digital billboards, online advertising, social posts, and targeted emails all helped shape and support the narrative.

The experience climaxed with the release of Rihanna’s album, available for download exclusively on Galaxy devices.

ANTIdiary helped Rihanna’s album go platinum within 14 hours after it launched - faster than any other album in history. The experience was lauded by the press and the entertainment industry as one of the most innovative album launches in history.

The mobile experience had a total reach of 4 million, with more than 2.5 million unique visitors. More than 9M social posts were generated from the experience itself, with an additional 325 million owned social impressions and more than 3.2 billion earned impressions.

There were 27.6 million onsite engagements, including 15.5 million pages loaded and more than 12 million actions.