Rihanna has embarked upon a very innovative (and pretty darn cool) campaign, collaborating with Doritos…not the first sponsorship one may automatically associate with the pop chanteuse, but most definitely a creative one.
Consumers who purchase specially marked bags of ‘Late Night’ Doritos can go to their computer, visit the Doritos official site, and assuming they have a Webcam, are able to use the code on the bag to gain access to some exclusive content via the site.
While Rihanna is the ‘Late Night’ headliner, the promo also features artists including Canada’s Down with Webster, the UK’s Professor Green, Turkey’s Mor Ve Otesi, Brazil’s Sensacional Orchestra Sonora and South Africa’s Teargas.
To support the campaign, Rihanna has recorded two videos for new track ‘Who’s That Chick,’ exclusively for Doritos – a Day and Night version. (Granted, the singer’s forthcoming album ‘Loud’ is due out Nov. 16, so I wouldn’t be shocked to see the track appear there as well). Either way, enjoy the ‘Who’s That Chick’ Day-Night experience: