To support Rihanna's new fragrance launch, Nude by Rihanna, Ready Set Rocket partnered with Parlux to create a comprehensive interactive digital campaign that called upon Rihanna's dedicated fans (famously known as Rihanna Navy) to interact with a multitude of campaign touch points. Rihanna, the undisputed queen of social media, needed a fragrance campaign that was heavily rooted in mobile shareable and dynamic content. As a result, we created a fan-driven experience that included a Perfumes by Rihanna responsive landing page where visitors could purchase the Nude by Rihanna fragrance and interact with fragrance-related content; a daily quiz hosted on the microsite, Facebook and Twitter (daily winners received the Nude by Rihanna fragrance); and an interactive concert installation that pulled fan photos into a real-time social contest. Mobile Tablet Desktop The Nude by Rihanna concert installation was an on-and-offline experience where users were encouraged to submit photos via campaign hashtags, after which submitted photos were then dynamically pulled into a photo stream that manifested as a mosaic of Rihanna on screen and on the Nude by Rihanna mosaic microsite. The 10-foot-tall mosaic installation was featured at select Diamond Tour venues across the United States and Europe. Winners were randomly chosen from the entries to win a cash prize. With over 498 million impressions garnered, the integrated Nude by Rihanna campaign applied cutting-edge technology and a fully-integrated digital strategy to engage Rihanna’s vast social audience and concert attendees. Mosaic Installation
The Nude by Rihanna campaign ran from January 2013 - May 2013.
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