Cannes Lions

Samsung - ANTIdiaRy

72ANDSUNNY, Brooklyn / SAMSUNG / 2016

Awards:

1 Bronze Cannes Lions
1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

Samsung and Rihanna created ANTIdiaRy - an episodic journey that invited fans into the different chapters of Rihanna’s rise from an innocent girl in Barbados to a powerful pop queen.

The story was told across 8 rooms. Every week, Samsung released a new film, followed by in-depth mobile experiences of each room. Fans were then prompted to work together to decode secrets embedded in the films, which led them to find exclusive ANTIdiaRy experiences in the real world, available only for Samsung users. The entire campaign built momentum around Rihanna and her story, culminating with the launch of her album, ANTI.

ANTIdiaRy was the perfect storm. A platform that could only have existed through the combination of a disruptive, cultural icon in Rihanna, and Samsung’s most innovative technology.

Execution

To build growing excitement and momentum for ANTIdiaRy, each chapter’s launch became an unpredictably dropped bomb in culture.

Each room was first introduced by Rihanna herself through a post on social. Rihanna’s “Navy” of devoted social fans were therefore the first to see and share the content, harnessing their massive influence.

We combined the social posts with placements in live-viewing TV events, running each film only once. We focused on big cultural moments like the AMAs, The Wiz Live, and a finale episode of the hit TV series, Scream Queens. These efforts were coupled with short-term OOH placements in hero locations such as The Grove in Los Angeles, and Times Square in New York.

All efforts drove to the mobile site, where fans could dive deeper into her story, wherever their curiosity could take them. The most engaged Samsung fans were rewarded further with exclusive content and hidden shareable elements.

Outcome

- Within 15 hours, ANTI reached 1.4 million downloads and was streamed over 13 million times

- ANTI went platinum in under 48 hours, marking the fastest certification in history

- Samsung social channels generated over 325M social impressions

- Rihanna social channels generated over 3.1B social impressions

- PR impressions reached 353M

- 4M total site visits

- 2.5M unique site visits

- 27.6M total site engagements

- 110k opt-ins to platform, 50% of them Samsung Galaxy users

- 30,748,717 Total Video Views

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