Rihanna teams with Doritos to offer interactive video for 'Who's That Chick?'
Rihanna’s style has always been day and night. While her last album, “Rated R,” explored her darker side, her upcoming opus, “Loud,” is all about her fire-engine red hair and colorful outfits. The singer plans on showing the two looks side-by-side in an interactive music experience for Dorito-eating fans.
The snack manufacturer announced today that it is debuting a special single from the chart-topper titled “Who's That Chick?”
In September, the video, thought to be a track from her new album, leaked online.
Dressed in a vibrant blue, yellow and orange frilly dress and pink stockings, the singer is seen romping around in a circus tent that she's transformed into a club -– equipped with colorful skulls, trapezes and stuffed animals.
As part of the partnership with Doritos' special Late Night edition of chips, Rihanna will offer two versions -- day and night -- of the David Guetta-produced track. The video making the rounds for the last month is a taste of the day version of the clip.
The video is designed to put the control in the hands of the viewer, and fans will be able to explore many different, um angles, of the singer by pointing a graphic symbol located on the back of specially marked bags at a personal Web cam when logged onto the Doritos Late Night site.
Fans can then personalize the video by the way they hold and move the bag, offering a new experience each time.
"I'm really excited about 'Who's That Chick?' and wanted to find a fresh and unique way to share it with my fans," the singer said in a statement. "When I saw how cool the augmented reality performance Doritos created was, I knew this was it. This was the way I wanted to make 'Who's That Chick?' available to the world, and I can't wait to see how my fans get engaged in this innovative experience."
The snack brand previously offered music fans this type of experience last year by showcasing a live-action video within a 3-D, interactive environment through performances by blink-182 and Big Boi.
"Who's That Chick?" is slated to be featured on Guetta's upcoming album, “One More Love,” out Nov. 29, and will reportedly serve as a bonus track on Rihanna’s forthcoming album, “Loud,” due Nov. 16.
Check out a side-by-side comparison of the clip below.
-- Gerrick D. Kennedy
Photo: Rihanna as seen in her Doritos ad. Credit: Doritos.