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Tue, Oct 18 2011 22:37:52 UTC

Rihanna's UNLOCKED campaign

Rihanna recently launched a new social media Facebook app for her latest album called UNLOCKED. Now there's nothing new about artists advertising on social media, but this new campaign goes further by actually harnessing the amount of user feedback to unlock various items, like behind the scenes videos and special songs.

Each ''mission'' requires a certain amount of user participation, and when enough people get in, the next tier is unlocked to all. It's an interesting example of what a creative person with an existing following can do to think differently and make the online crowd participate more than usual.

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