NIVEA Augmented Reality Campaign with RihannaNovember 2, 2011
No, the woman in this video is not hallucinating. Thanks to augmented reality technology, a tiny version of Rihanna actually seems to emerge from the cap of a jar of Nivea Creme to sing her song “California King Bed.”
The app, which went live this week, is an attempt to “create engaging digital advertising experiences,” says a statement from the company. Nivea tried to create such as experience this summer with a “Co-Star with Rihanna” Facebook campaign that let users star in a short, alternative version of the music video for the song by editing themselves into the action.
For the AR component, all you have to do is buy a tin of Nivea Creme or print one out from Nivea’s website and hold either up to your computer’s webcam. Then, voila, Rihanna appears.