Late last week, Rihanna debuted the cryptic website, Antidiary.com ahead of her much anticipated album "Anti," whose release date has yet to be announced. The site flashes various mysterious images along with the message, "She's waiting for you. Are you in? Go to Antidiary.com on your mobile device." The Samsung logo also happens to grace the bottom of the page, s we're guessing this is part of the advertiser and musician's $25 million deal announced earlier this year.
Last night during the American Music Awards, more details of the marketing effort emerged when Samsung and Rihanna debuted this extended film featuring elements of the ambitious online experience. When viewers go to antidiary.com on their phones (even Apple users can check it out), it will invite them to explore eight different rooms, each apparently related to some aspect of Rihanna's life. The first one, Bedroom, is the only one unlocked for now. Users have to move their phone around to search for clues and explore the space and watch more content. Other rooms that will be up for viewing include her studio, closet, tattoo parlor and office.
According to Samsung, the campaign aims to bring Rihanna's fans "into her world like never before." The brand worked with immersive theater company Punchdrunk ("Sleep No More") and 72andSunny on the project, which takes fans "inside the mind of an iconic artist while blurring the lines between the digital and physical world." The effort is also meant to illustrate the parallels between artist and brand: "just as Rihanna has served as a voice of disruption in art, music, fashion, and culture, Samsung has once again, disrupted what's possible with its innovative ambitions and technologies."