Q&A: Ben Zifkin, CEO of Hubba: One Mobile Marketing Dashboard To Run Them All (Pt 2)
Q&A: Ben Zifkin, CEO of Hubba (Pt 3): Supercharging Mobile Search

Nivea Packaging Brings Rihanna To Life Via Augmented Reality (Video)


Rihanna must be augmented reality's biggest star.

First there was the AR experience for her hit son "Who's That Check," activated via markers on Doritos packages.

Now, she's back, with a new experience that finds Rihanna singing "California King Bed" when you scan a tin of Nivea Creme. This time out, it's part of a campaign that includes a Facebook page where users can edit themselves into a version of the music video.

I'm not completely clear on the connective tissue in either case - except to imbue the brands with a bit of hipness. Nothing wrong with that. Indeed, in Doritos' case, the effort was considered a sensation. Half a million users accessed the experience for an average of five minutes each - and generated massive amounts of media attention.

Time will tell if any of this action rubs off on Nivea Creme. But it's not a bad way to get this beauty brand ready for its close up.

Read more about the effort here.

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 OD_cover "... EXCELLENT ..."


“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly





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