Never too old to learn new tricks, FMCG giant Beiersdorf’s Nivea celebrates its 100th anniversary this year, with local events such as the recent brand experience held at New York's Grand Central terminal.
The billion-dollar global centennial campaign, "100 Years Skincare for Life" features Rihanna as the brand's global ambassador. Tie-ins with the star have included getting fans access to Rihanna's 2011 tour, and virtual photo-taking with the star.
Now Nivea is leveraging its endorsement of the star with an interactive video and augmented reality app on its US Facebook page.
Called “Co-Star with Rihanna.”, Nivea's Facebook fans can edit themselves into a video of the pop star's video, California King Bed, mimicking Rihanna’s moves via webcam and then share their ‘dance karaoke’ with FB friends, on Twitter and e-mail.
The app employs a typical Facebook come-on: users must “Like” the brand's FB page, provide an email address and permit access to basic profile information and post it to their Facebook wall. Nivea will use that data to contact consumers who opt-in during the campaign.
They’ll also use email newsletter opt-ins, “monitoring direct consumer feedback” according to Barbara Wentzel, head of brand communication planning at Beiersdorf. “Insights will derive not only from understanding of usage and acceptance of the activities but also from the direct feedback, questions and remarks we gather.”
The augmented reality app lets users modify a video of Rihanna performing “California King Bed” by using their webcam to scan a limited-edition Nivea Crème tin.
“We believe that it is essential to connect with our consumers where they spend their time online. Users can directly start the interaction without leaving Facebook. This also helps us to directly reach out to the large fan base of Rihanna and engage them with our brand,” added Wentzel.
Working with AOR Blast Radius, Nivea is one more brand proving itself older but wiser (the recent rapping by the FTC may have added a worry line or two to the brand's visage) as it goes the extra digital yard and then some, as required in today’s always-on world of marketing and brand sustenance.