Nivea continues its centenary anniversary ‘Skincare for Life’ digital campaign with a new piece of an augmented reality. With help of international star Rihanna, the official voice of Nivea’s 100 year celebration and her song ‘California King Bed’.

‘Nivea is my skincare companion for life’ is the brand’s promise and this will show in all elements used in the digital space. Established brand elements such as the classic Nivea Creme tin and the Skincare for Life above the line assets will be used to create four digital core activities around the Rihanna and to generate buzz amongst consumers.

Consumers can visit local Nivea websites and star in a short, alternative version of the music video for ‘ California King Bed’ by editing themselves into the video. The generated content application is called ‘Co-star with Rihanna’. The experience can be viewed and shared through social networks.

To get access to exclusive Rihanna content such as behind the scenes interviews, photos and the song downloads customers have to enter one of the ten million online codes from the redeemed limited edition Nivea cream tins. As they enter, they will experience a private performance from Rihanna on a virtual Nivea Creme tin stage. The user interacts with Rihanna by using any Nivea Creme tin in front of the monitor and can influence the objects in her surroundings as she sings California King Bed. Different elements of interaction are available dependant on the Nivea Creme tin users have.

As part of Nivea’s sponsoring of Rihanna’s ‘Loud’ tour of the USA and Europe local bloggers around the globe will be accompanying the tour, writing regular blog updates and connecting NIVEA fans around the world to Rihanna’s tour.

Nivea Creme tin is a central part in digital advertising concept and is highlighted as part of everyday life.

“With the promise to be a “Skincare for Life” Brand Nivea engages with our consumers.  As online channels are part of our consumers every day life, we have a strong focus on digital touchpoints,” explains Ralph Gusko, Board Member Brands. “We involve our consumers with innovative channel communication elements that center around Rihanna and the Nivea Crème tin – augmented reality for example is one highlight.”