Brands Playing With Snap Spectacles Marketing

Spectacles are a hot item, still available exclusively through pop-up bots, but some brands are finding ways to turn the new tech a marketing toy...

Last May, Snap (formerly Snapchat) CEO Evan Spiegel started laying the groundwork for the brand’s not-yet-announced Spectacles, declaring that Snap is a “camera company.” He explained that though messaging and content are part of the app, the camera is the focus because “[t]he thing that feeds a social network is content.” Today, that statement lives on Snap’s site, where visitors learn, “We believe that reinventing the camera represents our greatest opportunity to improve the way people live and communicate. Our products empower people to express themselves, live in the moment, learn about the world, and have fun together.” Snapchat Spectacles are currently the product that best encapsulated this mission, allowing wearers to capture what they’re doing and broadcast it in real time. The camera wearable is not even available in stores yet, but has earned the brand serious buzz—both because of how they’ve been sold so far and their potential to be an AR game-changer.  

Since being introduced in September, the brand has eschewed making Spectacles available in a traditional store in favor of pop-ups that are all about engaging visitors in a unique way. The glasses are currently sold through Snapbots—vending machines that appear for one day only in some locations revealed 24 hours in advance through an online map. The modern vending machines are now known for their epically long lines, thanks to huge consumer demand and the allure of a unique experience. But the fact that Snap Inc. has filed for a public IPO has some hoping that Spectacles will be available to the mainstream soon, and their filing included plans to “expand distribution” of…

 
 

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“As a graphic designer, without the arts being available to me in school I would have been lost as a child and where to take my career path. The fact that schools are cutting art programs is heartbreaking.”—Female, 24, NJ

Applebee’s is putting down the sriracha and giving up on trying to appeal to Millennials. The brand has decided their newer menu items—like a “triple pork bonanza” sandwich—and attempt at a “modern bar and grill” reinvention has “alienate[d]” Boomers and Gen Xers. They’re shutting down more than 130 restaurants and bringing back initiatives from before their attempted “pendulum swing towards millennials,” all-you-can-eat specials and 2-for-$20 deals. Other brands are creating new spin off chains to appeal to fast-casual lovingMillennials, that “[lack] the associated baggage of the old.” (Inc, NPR)

Adults-only ball pits, bouncy houses, and giant slides are sweeping the U.K. Millennials seeking a break from adulthood are flocking to places like Wacky World’s “massive bouncy-castle obstacle course,” which started out as a children’s event. The founder received so many requests that now every event has an 18-and-over slot, and has expanded to 19 cities. This “trend for arrested development activities” is caused by nostalgia, but the influx of marketing and branding leveraging the emotion could be popularizing these playgrounds for adults. (The Guardian)

Facebook is responding to the trend of asking for birthday charitable donations by integrating it right into the platform. Users in the U.S. can now trade in all the “HBD”s they get on Facebook for donations to the cause of their choice: well-wishers will be notified of the birthday along with the selected non-profit, and get the chance to donate. Facebook will ask users which charity they wish to dedicate their day to two weeks in advance, allowing them to choose from 750,000 organizations. (TNW)

Appear Here is the Airbnb of pop-up shops, giving brands their perfect temporary store for the new era of retail. The company finds short term retail space, and has worked with big-name brands like Nike and Net-a-Porter to open “experimental activations” or “test new products.” As brick-and-mortar continues to suffer and long-term stores close, Appear Here says physical retail is still needed, but to “tell a story.” The pop-up industry was valued at $50 billion in 2015, and provides a more low-risk, flexible option to avoid the retail wasteland. (Glossy)

Millennials & Gen Z are turning a profit online and on mobile by re-selling their retail. Thredup, Poshmark, and Depop are just a few of the most popular brands cashing in on the resale economy’s $18 billion market, and some shoppers say they are making $300 a week on the platforms. Some are also using social to sell, often in conjunction with apps or sites, including Snapchat, Facebook Groups, and Instagram. College students on a budget are reportedly especially drawn to resale, thanks to convenience, value, and access to luxury at a lower price. (FN)

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