2. Unlocking Content Rihanna
http://www.youtube.com/watch?v=tg00YEETFzg In 2011, Rihanna took took advantage of her 85-million strong Facebook following with the album release for 'Talk That Talk'. A campaign entitled 'Rihanna: UNLOCKED' enabled fans to complete games in order to unlock new information about the record. The Facebook app worked rather like Groupon; the more fans who participated, the closer they became to finding a new piece of information. When a certain number had reached the target, the information would be released; these pieces of information ranged from the cover, to a lyric sheet, to the lead single, 'We Found Love'. On the other side of the web, Rihanna eventually earned herself a million new followers on Twitter, and became one of the most talked about celebrities on the internet; she saw a 445% increase in her being mentioned in tweets. Of course, the 'Talk That Talk' album release only worked because of Rihanna's immense social media presence, but it did imply that other megastars could use their presence like that in future; it perhaps influenced Beyonce to rely on her name to sell her self-titled album.