RIHANNA LIVE by R/GA London for Nokia

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RIHANNA LIVE

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Industry Cell phones, Smartphones & Accessories
Media Promo & PR, Case study
Market United Kingdom
Agency R/GA London
Executive Creative Director James Temple
Copywriter Charlotte Fereday
Released November 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: NOKIA
Product/Service: MOBILE MUSIC SERVICES
Agency: R/GA
Date of First Appearance: Nov 13 2009 12:00AM
Entrant Company: R/GA, London, UNITED KINGDOM
Entry URL: http://judgeseyesonly.com/nokia-rihanna-live
Managing Director: Jim Moffatt (R/GA)
Group Director: Elyse Epstein (R/GA)
Account Director: Colin Mutchler (R/GA)
Senior Producer: Steve Errey (R/GA)
Senior Producer: Shelly McCall (R/GA)
Senior Producer: Thom Little (R/GA)
Vice President of Production, Digital Studio: Vin Farrell (R/GA)
Technology Team Lead/Solutions Architect: Nicolas Le Pallec (R/GA)
Copywriter: Charlotte Fereday (R/GA)
Visual Designer: Ben Minton (R/GA)
Senior Designer: Ricardo Amorim (R/GA)
Executive Creative Director: James Temple (R/GA)
Interaction Design Director: Christopher Dugan (R/GA)
Group Account Director, Client Services: Anthony Wickham (R/GA)
Flash Developer: Silvio Panganini (R/GA)
Flash Developer: Rimas Kcvickas (R/GA)
PHP Developer: Kornel Farkas (R/GA)
Media placement: Website - nokia.com/rihanna - 5 November 2009
Media placement: Mobile Application - nokia.com/rihanna - 5 November 2009
Media placement: Widget - nokia.com/rihanna - 5 November 2009
Media placement: Event - Brixton Academy, London - 13 November 2009

Results and Effectiveness
The metrics speak to the success of the Rihanna Live project, the launch of “Rated R”, and the objective of Nokia being thought of as a music entertainment leader: • 565,000 visits to the microsite since launch • At least 1.3 million video views since the event • 1,290 widget installs; over 2 million views of installed widgets • 4,000 people attended the live concert • 1,200 total blog posts written about the event • Almost 30,000 specific mentions on Twitter • Over 10 million total social media impressions reached

Creative Execution
We started by throwing an exclusive concert for 700 of Rihanna’s most influential fans at London’s Brixton Academy, marking the launch of “Rated R”. We created a digital platform to stream the live concert, giving everyone a front-row seat. Before the big night, Nokia’s new music destination, nowplaying.nokia.com, featured exclusive blog posts, interview videos, photos, and personal messages from Rihanna herself. The mobile app and widget counted down to the show and provided updates on the latest news, music, and activity. When the night of the performance arrived, Rihanna delivered a set of past hits and new favourites, streamed live across the digital platform. Online viewers could change camera angles of the concert. They could even watch footage taken by members of the live audience. Twitter and Facebook streams were integrated to the site, where fans could instantly comment and connect before, during, and after the concert.

Insights, Strategy & the Idea
Rihanna faced a huge challenge: how do you launch an album when people aren’t buying albums anymore? Nokia saw an opportunity to change the way people experience a live concert while positioning the company as a force in music. Nokia’s audience are music mavens at the fore of the latest technology. The key insight we uncovered was Rihanna’s audience is thoroughly digital and the way they experience music is constantly changing, so we reimagined how Rihanna could reach her fans through digital means. Given those facts, we created Rihanna Live, a digital platform that gave fans across the world unprecedented access to Rihanna, positioned Nokia as a music provider, and helped Rihanna successfully launch her newest album “Rated R”.