Drake, Trey Songz, Pitbull and Rihanna signed up for the new ad campaign rolling out by Kodak. The new push, dubbed “So Kodak,” is targeting young consumers and promotes the $200 EasyShare M590 camera, which is designed for social media-savvy consumers as enables them to forward photos to their friends’ emails or profiles on Twitter and Facebook in just three clicks.

The massive campaign kicked off on October 4, and a day later, on October 5, at the grand music event featuring performances by Drake and Trey Songz, Kodak revealed that international star and multi-Grammy winning artist Rihanna also joined the list of previously announced celebrities, who participate in the campaign. The brand also showed the video “Fashion Shoot” showcasing the star. “I am excited to team up with Kodak on this project. I am an avid fan of photography and love taking pictures, so this was a natural fit for me,” commented Rihanna on the new collaboration. “Being on tour, traveling around the world, I have so many cool moments that I have captured on my camera.”

The idea behind the new product is that the young generation should have a device that enables them to share what they see—spot something around you, snap, press the share button, and the image appears on your Facebook, Twitter pages or other social media channels. Kodak also launched a series of TV adverts directed by award-winning director Chris Robinson, which feature the artists, sharing stills with each other. In addition to national television spots, the So Kodak campaign includes radio, online advertising, social media, public relations and consumer promotions.

“With Rihanna, Drake, Trey Songz and Pitbull, we have an all-star roster of artists who help bring to life how KODAK Cameras and our Share Button make it easy to stay connected with your friends and family,” said John Blake, General Manager, Digital Capture and Devices and Vice President, Kodak.

Watch more videos on the brand’s YouTube channel.