In 2016, Samsung partnered with Rihanna to change the way an album is released, letting fans experience the Rihanna’s life story, from the inside.

The story of Rihanna’s 2016 album, ANTI, unfolded on social through eight chapters. In the first chapter, fans met a mysterious character named @IAmTheKeyholder. She shared clues with them on Twitter, Instagram, and beyond. Many followers even believed she was a real person.

Physcial clues were also shared in mysterious boxes and on Samsung devices, and even keys that unlocked tickets to Rihanna’s 2016 tour. This made the community of Rihanna fans become Samsung fans.