River Island Celebrates Rihanna Design Collaboration with the UK’s First Live Facebook Concert Stream
LONDON, November 15, 2012 /PRNewswire/ –
River Island creates multi-channel campaign in support of design partner Rihanna
[https://www.riverisland.com/rihanna ]‘s seventh album, ‘Unapologetic’, in the lead-up to
their highly anticipated spring 2013 collaboration.
Leading British fashion retailer River Island is launching a two-week multi-channel
campaign in support of global superstar Rihanna’s upcoming seventh album, ‘Unapologetic’.
The brand announced the collaboration with the star earlier in the year with the launch of
fashion collection ‘Rihanna for River Island [https://www.riverisland.com/rihanna ]‘ in
The activity launched this week will see River Island become one of the first fashion
brands to globally stream a live concert from their Facebook page as they provide
exclusive access to Rihanna’s secret 777 London gig. The intimate gig held on November
19th is part of a 7 cities, 7 countries across 7 days tour, that has created worldwide
buzz since news of the event was leaked, and River Island will be reporting on every step
of the tour from its Style Insider blog riverisland.com/styleinsider.
In the lead up to the anticipated gig and live performance of Rihanna’s new album
material, River Island will also be offering 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 19th 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 online at riverisland.com.
A series of online competitions will launch, giving customers a 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
River Island’s live stream of the Rihanna 777 London gig is showcased live on the
River Island Facebook page on 19th November from 9pm. For more information on the upcoming
Rihanna for River Island collection visit the website.
SOURCE River Island