Rihanna on the Digital NIVEA Stage

The landing page of “Rihanna On a Tin Stage”.

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.

Three Questions about the New Application 

In an interview Matthias Ihnken, Head of Digital Marketing at Beiersdorf, explains how the technology works.
Rihanna dances on the NIVEA tin.

What exactly is “Augmented Reality” and how does NIVEA use it?

Matthias Ihnken: By Augmented Reality (AR) we mean every type of projection or insertion of additional information or virtual objects into the real world, e.g. with webcams or mobile phones. AR technology blends the line between the digital world and reality. It opens multifaceted, interesting possibilities for how we can bring our brand, our products and the topic of skincare closer to our consumers and generate attention.

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.  

Augmented Reality shooting.

What should users expect and why does “Rihanna on the NIVEA Tin Stage” fit NIVEA?

Matthias Ihnken: Users can view an exclusive edition of the “California King Bed” video by holding a NIVA tin in front of their webcam on which the video will be projected. We are connecting our classic product directly into the online experience. Thus we bring not only closeness to consumers to a new level in terms of digital solutions, but also emphasize that our number 1 skincare brand, even in the year of its 100th birthday, is modern and can be experienced more directly than ever.

 

Contact

Corporate Communications
Beiersdorf AG
Tel.: +49 (40) 4909 2001
Fax: +49 (40) 4909 2516
Email: CorporateCommunications@Beiersdorf.com

 

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