Teargas and Rihanna give 360° experience
Featuring Teargas (pictured), Rihanna and a number of other global artists, top-selling snacks brand, Doritos, brings a worldwide exhilarating, captivating and exclusive visual experience online.
The chip company has unveiled an explosive global campaign that uses printed graphic symbols known as augmented reality markers on the back of their new special-edition Late Night All Nighter Chilli Ribs flavour packs to enable music fans to experience their favourite artists as never before.
Using your webcam, you can activate these exclusive "late-night" video performances via www.doritoslatenight.com - and because they have been filmed with cutting-edge 360-degree technology using the Ladybug 3 camera, you can personalise your viewing experience by the way you hold and move the bag, inserting yourself into the action as an interactive spectator.
And while you're immersed in this one-of-a-kind online experience, you also stand in line to win a Mini Cooper S convertible as well as incredible daily prizes.
Recent winners of the Channel O Music Video and Nigeria's Sound City Music Video Awards, sizzling South African hip-hop act Teargas, will be making use of their extensive fanbase and social networking muscle to get music lovers hooked on their new track Missing in Action through this pioneering digital innovation. With the last album, Dark or Blue, of these "Iyikhokho ze-punchline" (punchline champions) hitting gold, the local group who are also vying for a MAMA (MTV Africa Music Awards), will definitely cement their position as respected visual champs as well through this initiative.
The 360-degree video by the local hip-hop trio, who have won the Best Rap Album for the last two years at the South African music awards, was filmed in Newtown and promises to be a real scorcher. Made using the Ladybug 3 camera, the video marks a first for the local music industry.
Whether watching the music video of Rihanna's new single Who's That Chick, the Teargas track and others on the internet, the viewer can drag the 360° footage around onscreen and view any angle they choose, creating a phenomenal experience time and time again. This type of 360° full-motion high-res video will in the future be an integral part of interactive digital advertising campaigns.
Multi award-winning artist and style icon Rihanna is the Doritos Late Night campaign's main international headline act. The 360-degree augmented reality performance of her new track with dance supremo David Guetta, Who's That Chick (from Guetta's One More Love), will be available to view online for a limited time via the symbol printed on bags of Doritos Late Night snacks.
The multiple Grammy-winning artist's work on Who's That Chick will be released on Guetta's upcoming album, One More Love, on 29 November - but you can catch a sneak peek of this hot new single online. The video can be seen in its ordinary "day" setting on the Doritos Late Night website, but the special "late-night" 360-degree experience will show Rihanna in uninhibited party mode and will be available only to those who use a webcam to activate the exclusive performance.
A perfect choice to lead this project, Rihanna this week leapfrogged Usher to become the leading artist with the most No. 1s on Billboard's Hot 100, this century.
Other global artists taking part in the campaign include Canada's Down with Webster, the UK's Professor Green, Turkey's Mor Ve Ötesi and Brazil's Sensacional Orchestra Sonora.
You can also log onto www.doritos-sa.co.za for more details and technical support. By Zinhle Ntuli