• by admin , December 9, 2011

Record label Island Def Jam partnered with AgencyNet to help launch Rihanna’s new album in a way that no other artist had done before. The Rihanna: UNLOCKED campaign was designed as a thank you to her millions of fans worldwide, aka the #RihannaNavy. The campaign put the fans in the driver’s seat with the power to unlock exclusives from Rihanna’s new album. The interactive, gamified experience centered on the artist’s Facebook profile, through which The “Navy” was tasked to work in combination with fans around the world on multiple “missions” to access new content.