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According to Chewin The Phat:

Rihanna Debuts Doritos “Chick!”
Rihanna’s “Who’s That Chick” video debuted online yesterday. “Who’s That Chick” was created especially for a new, international promotional campaign for Doritos, and the video is available exclusively at www.doritoslatenight.com. Viewers can customize the “Who’s That Chick” video using a special graphic symbol found on the back of special edition “Late Night” bags of Doritos. Point the graphic at your web cam and you can manipulate how the images move onscreen.