Rihanna, Samsung and 72andSunny have come together for a campaign to create hype for the singer's first album since 2012, Anti.
During the 2015 American Music Awards, Samsung unveiled the interactive website, ANTIdiaRy.com in a series of mysterious ads that that give viewers clues on the release date for Rihanna's album.
In a virtual experience, unlike any other campaign seen before, one clip takes viewers to an eerie bedroom with children playing on the piano and in the sheets and Rihanna following the spooky children down a dark hallway.
The website is only accessible on a mobile phone, preferably Samsung (obviously); and brings users to an empty room seen in the trailer video. Instead of touching the screen to navigate, users physically have to move the phone as if taking a panoramic photo to get a 360 view.
Samsung has reportedly signed a $25 million dollar deal with Rihanna, sponsoring her upcoming album and tour.
Samsung Electronics America chief marketing officer Marc Mathieu said: "We know that one of our consumers' passion points is music so we decided to join forces with Rihanna because she is an icon of originality and ingenuity and one of the most wildly creative voices in culture today."
Samsung saw similar success with a partnership with Jay-Z in 2013 for the release of his album Magna Carta Holy Grail, which provided a series of behind-the-scenes videos.
The campaign will also work across multiple channels with a heavy social media influence; Rihanna and Samsung have taken to Twitter starting the hashtag #ANTIdiaRy alongside a montage of short clips.
There is also an Instagram accounts which shares pictures of clues @iamthekeyholder and already has over 10 000 followers.
