The strategy was to create an engagement centre, where all the activity started and finished as well as consumers sharing the experience with their friends.We decided to create a unique application that anyone who was at the concert could let his friends know about it.At the Rihanna concert, a one Giga Pixel panoramic picture was taken with advanced equipment to capture everyone at the event.The photograph uploaded to Facebook using a unique application that can override the 50 tags per photo limitation. The first ever multi-tagging picture was created.

Within a period of 3 months, 250 volunteering events took place all over Israel.13,500 young adults participated and gave 4 hours of their time to the community in exchange for a ticket to watch Rihanna live.More than 4,500 tags were made on the picture.

The extreme number of tags combined with the amount of Facebook exposure, encouraged the photo to be viewed by millions of users.