Rihanna Tour Mobile App

CHALLENGE:
One of the biggest names in entertainment embarked on a worldwide tour. With Nivea as a tour sponsor and in partnership with Brand Synergy Partners, HYFN developed an onsite mobile activation point to allow for a localized, time/date sensitive sweeps. Aptly titled “Worst to First”, the campaign allowed fans to sign up for the chance to trade in their tickets for a VIP experience.

Each night a winner was chosen right after the close of the opening act. Accessed either by QR code or mobile URL, fans were messaged through various methods. These included a pre-show activation point outside the venue complete with a Rihanna-wrapped tour bus, large blow-up signage, a street team equipped with 3G-enabled iPads to assist with signups, digital signage, and postcards.

To accomplish its marketing objectives within Rihanna’s huge fan following, Nivea faced the difficulties inherent to any big tour: lots of things going on in lots of places. So how could we be everywhere at the same time? The answer: Mobile!

GOAL:
Be nimble, be mobile. A simple mobile application was needed for concert-goers to enter the Rihanna Worst to First Ticket Upgrade sweepstakes.

The critical necessity was a back end specifically designed for mobile. Administrators of the contest needed to be able to capture, read and use information on the fly from the venue.

SOLUTION:
Create a user-friendly, easy-to-complete interface to sign up concertgoers. Equally as important was the need for HYFN to build a custom mobile content management system (CMS), with the goal of making it as easy for the administrator as possible. Admins could view the event, see how many entrants there were, choose a winner at random, award and contact the winner, and accept or reject a winner all from an easy-to-use interface specifically designed for mobile.

Additionally, the full sweepstakes entry process was date/time sensitive to allow for standalone events at each tour stop, complete with their own set of rules.

HYFN used Ruby on Rails technology to localize the application for the international tour stops. No language barrier to worry about there.

RESULT:
Magnified awareness for the Nivea brand and a substantial increase to their email database.