River Island Celebrates Rihanna with Facebook Live Stream

British fashion retailer River Island is launching a two-week multi-channel campaign for 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' in spring 2013.

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 onNovember 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 19^th 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 with Rihanna.'

River Island's live stream of the Rihanna 777 London gig is showcased live on the River Island Facebook page on 19^th November from 9pm. For more information on the upcoming Rihanna for River Island collection visit the website.