River Island to stream online Rihanna concert
High street fashion retailer River Island is launching a two-week multi-channel campaign in support of Rihanna's upcoming seventh album, 'Unapologetic'.
The brand announced a collaboration with the singer earlier in the year with the launch of fashion collection 'Rihanna for River Island in spring 2013.
The campaign will see River Island run a live stream of Rihanna’s secret 777 London concert on its Facebook page on 19 November and report on every step of Rihanna’s seven day international tour on its blog riverisland.com/styleinsider.
In the lead up to the concert, the retailer will offer customers the chance to receive an exclusive never-released bonus track of Rihanna's Number 1 single, 'Diamonds'. Downloads will be on offer from the 19 November and promoted heavily in store including the distribution of 1.5 million promotional cards.
River Island will also stock and sell CD copies of the album in 12 of its leading stores and has created exclusive Rihanna t-shirts for purchase both in-store and on its website.
In addition, a series of online competitions will offer the chance to win tickets to the secret 777 London gig, with River Island offering 250 'money can't buy' tickets to the concert via their Twitter feed and Style Insider blog.
Josie Roscop, River Island marketing director, said: “We're thrilled to be collaborating and building our relationship with Rihanna in this way; giving exclusive access and content by bringing fashion and music together in a way we think our customers will love. We are deploying an exciting and innovative cross-platform campaign with Roc Nation with multiple touch points for consumers to engage with Rihanna."
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