Rihanna "777" Seven Countries, Seven Shows, Seven Days Tour
Rihanna's 777 Tour integrated partnerships with HTC & River Island and contributed to driving her seventh album, Unapologetic, to her first #1 Billboard album chart debut in 2012. The tour was a once-in-a-life-time experience for fans and media to experience first-hand the life of a touring artist. Those on-the-ground followed the travels of media and fans via Twitter, video and stories from the journalists aboard.
The tour made stops in Mexico City, Toronto, Stockholm, Paris, Berlin, London, and New York in the span of seven days. The London and New York shows were livestreamed on YouTube and #777 related hashtags averaged 150 million daily impressions during the tour.
Rihanna's 777 Tour was the ultimate cross-platform multi-media experiential stunt and was released as a documentary film in 2013.
