Rihanna + Samsung

The story of Rihanna’s 2016 album, ANTI, unfolded on social through eight chapters.

The campaign unfolded through eight chapters. In the first chapter, fans met a mysterious character named @IAmTheKeyholder. She shared clues with them on Twitter, Instagram, and beyond. Many followers even believed she was a real person.

@IAmTheKeyholder sent them clues in mysterious boxes and on Samsung devices, and even keys that unlocked tickets to Rihanna’s 2016 tour.

This made the community of Rihanna fans become Samsung fans.

This won two Cannes Lions

Bronze Cyber Lion, Social Influencer Talent
Bronze Cyber Lion, Community Management

We kept fans ravenous for 12 weeks leading up to the album launch.

These are a few of my favorites (there were literally hundreds).

T?hE W?RItiN?G iS? oN? tH?e W?aLL?.
Those who pass it on may be surprised.https://t.co/29ymWRJ9fe #ANTIdiaRy #R1 pic.twitter.com/zYTWblfkuV

— the keyholder (@IAmTheKeyHolder) November 23, 2015

T?he I?nn?o?c?eNt? does not see her power.
YOU WILL MAKE HER BELIEVE.
https://t.co/29ymWRJ9fe pic.twitter.com/7h44SIC2bV

— the keyholder (@IAmTheKeyHolder) November 29, 2015

Capture a strong man. SEND HIM TO ME. https://t.co/29ymWRJ9fe #ANTIdiaRy #R2 pic.twitter.com/5IXzKxzxms

— the keyholder (@IAmTheKeyHolder) November 30, 2015

THE INNOCENT MUST SHED HER SKIN. https://t.co/29ymWRJ9fe pic.twitter.com/tmPyAXd9Th

— the keyholder (@IAmTheKeyHolder) December 2, 2015

#LosAngeles, s?ö? yourselves. Send us a message for a chance to experience a piece of #ANTIdiaRy. pic.twitter.com/cBjYTgIFOT

— the keyholder (@IAmTheKeyHolder) December 4, 2015

Become one with The Innocent. C?a?p?t?u?r?e? yourself.
Show them, s?h?o?w? them. #ANTIdiaRy #R3 pic.twitter.com/GhRTLxtcbE

— the keyholder (@IAmTheKeyHolder) December 4, 2015

From this world to the next. I will shape her into her true form. #ANTIdiaRy pic.twitter.com/rCTueACkHa

— the keyholder (@IAmTheKeyHolder) December 6, 2015

Beasts? of the field blind her path.
They know not what they do. https://t.co/29ymWRJ9fe pic.twitter.com/C470nLN5vL

— the keyholder (@IAmTheKeyHolder) December 16, 2015

Good is gone.
ROOM 6 OPENS. https://t.co/29ymWRJ9fe #ANTIdiaRy #R6 pic.twitter.com/TT0w0KHBRh

— the keyholder (@IAmTheKeyHolder) December 21, 2015

True fortune comes to those
who follow their time
worn dreams.
She will inherit all.#ANTIdiaRy pic.twitter.com/zOupPKOsbz

— the keyholder (@IAmTheKeyHolder) January 11, 2016

We sent locked boxes containing clues to Rihanna superfans.

They had to share socially to unlock.

I received this from @IAmTheKeyHolder #ANTIdiaRy #ANTI pic.twitter.com/JAPowCyvfz

— 🙂 (@keithington) December 4, 2015

It’s one of those ancient calculators, an abacus! pic.twitter.com/ot4qn2Qsrg

— Rihanna Stats (@RihannaStats) December 4, 2015

Thank you @IAmTheKeyHolder @rihanna
I have unlocked the Clue #ANTIdiaRy #R4 ? ! pic.twitter.com/7DGFXgBIsc

— Sy?° ? ?? ? ???????? (@SerpentJay) December 4, 2015

We guided people to physical locations.

#ANTIDiaRy

A photo posted by the keyholder (@iamthekeyholder) on Nov 28, 2015 at 6:08pm PST

 

#ANTIdiaRy

A photo posted by the keyholder (@iamthekeyholder) on Nov 30, 2015 at 4:31pm PST

Find the maid in the third room. She’ll be waiting for you until sunset. #ANTIdiaRy

A video posted by the keyholder (@iamthekeyholder) on Dec 4, 2015 at 8:13am PST

You have until sunset to locate the man in room four. He’s waiting for your visit. #ANTIdiaRy

A video posted by the keyholder (@iamthekeyholder) on Dec 4, 2015 at 7:20am PST

We sent keys granting access to Rihanna shows.

ANTIdiaRy was the fastest album to go platinum, ever.