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R&B superstar Rihanna is smoking up the Internet with a hot new social media ad campaign aimed at luring tourists to the Caribbean with the help of one of its most celebrated figures.
Launched by the Barbados Tourism Authority, the "Inside Out" campaign includes a YouTube video showing Rihanna in her native Barbados frolicking in the ocean, riding a bicycle on a country lane and playing a game of dominoes on the beach with the locals--while her song "Diamonds" plays in the background.
The social media-only campaign kicked off with Rihanna posting images to Twitter, Facebook and Instagram using the hashtag #Barbados--capitalizing on her massive fan base, reports the website Breaking Travel News. The singer has 63 million followers on Facebook, 26 million on Twitter and nearly 3 million fans on Instagram.
Fans can also go to the Visit Barbados Facebook page to enter a competition to win Rihanna-related prizes.
"We are really pleased with how our campaign has combined heritage with innovation to differentiate Barbados," says Petra Roach of the Barbados Tourism Authority. "As a girl, I remember how important and significant these locations were to me."
The campaign goes on until February 2013.