We started by throwing an exclusive concert for 700 of Rihanna’s most influential fans at London’s Brixton Academy, marking the launch of “Rated R”. We created a digital platform to stream the live concert, giving everyone a front-row seat. Before the big night, Nokia’s new music destination, nowplaying.nokia.com, featured exclusive blog posts, interview videos, photos, and personal messages from Rihanna herself. The mobile app and widget counted down to the show and provided updates on the latest news, music, and activity.When the night of the performance arrived, Rihanna delivered a set of past hits and new favourites, streamed live across the digital platform. Online viewers could change camera angles of the concert. They could even watch footage taken by members of the live audience. Twitter and Facebook streams were integrated to the site, where fans could instantly comment and connect before, during, and after the concert.

The metrics speak to the success of the Rihanna Live project, the launch of “Rated R”, and the objective of Nokia being thought of as a music entertainment leader:• 565,000 visits to the microsite since launch• At least 1.3 million video views since the event • 1,290 widget installs; over 2 million views of installed widgets• 4,000 people attended the live concert• 1,200 total blog posts written about the event• Almost 30,000 specific mentions on Twitter• Over 10 million total social media impressions reached