Imagine holding up a jar lid of Nivea Creme to your computer and singer Rihanna emerges from it and performs for you, like a genie from a bottle. It's not a tripped-out dream, it's augmented reality. Nivea Creme launched an app this week - Rihanna: The Nivea Tin Stage - that projects a short performance of the singer from the cap of a jar of Nivea Creme. Rihanna sings her single, “California King Bed.”
When you visit the Nivea site, you don't have to actually purchase the jar to check out the AR performance. The site lets you print a PDF of the lid image that can be detected by a webcam. The campaign is another effort in a seemingly ongoing series of digital promotions featuring Rihanna with Nivea. Last summer, Nivea featured "Co-Star with Rihanna" on Facebook, which let participants place themselves in a music video with the singer. It's easy to see how much Rihanna can benefit from the campaign. Buzz may generate for her songs by making them an interactive experience, but will she make cash registers sing for Nivea?
As a brand, Nivea is experimenting, creating digital experiences that you don't see targeted much at a young female audience. AR asks much of its audience, from downloading apps, to making purchases, etc. So it will be interesting if there will be any kind off pay-off and what kind of reception it receives.
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