In the course of the “NIVEA 100 Years Skincare for Life” campaign NIVEA created an Augmented Reality application. “Rihanna on the NIVEA Tin Stage” on more than 50 local NIVEA websites makes it possible for users with a NIVEA Creme tin to marvel at a private digital dance performance by Rihanna on the NIVEA stage. With the NIVEA birthday tin users can interact with the performance by moving flying objects like rose petals and feathers while Rihanna sings the NIVEA campaign song “California King Bed” on the NIVEA tin.
What exactly is “Augmented Reality” and how does NIVEA use it?
Where did the idea to use Augmented Reality technology in the birthday campaign come from?
Matthias Ihnken: Closeness to consumers has always been deeply anchored in the DNA of the NIVEA brand, which is why we are always looking for new, innovative ways to be close to our consumers. Augmented Reality offers outstanding opportunities exactly for just that and connects our consumers in an innovative way to our brand campaign.
What should users expect and why does “Rihanna on the NIVEA Tin Stage” fit NIVEA?
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