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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Quote of the Day: “A wedding trend I’ve noticed recently is guests not dressing formally to the reception/wedding, more come as you are attitude.”—Female, 24, MI

This week, Mattel introduced an American Boy doll, their first male offering in the company’s 31-year history. New doll Logan Everett is part of a pair of singer-songwriters from Nashville who come with music-inspired accessories. The company reports that customers have been asking for a male doll for some time, and Mattel’s continuing strategy to diversify their offerings helped increase sales by 4% last year. (KidscreenNYTimes

Kids in Australia are spending more time online than watching TV. Research firm Roy Morgan reports that in 2016 six-13-year-olds spent an average of 12 hours a week online compared to 10.5 hours spent in front of the TV, the first time internet surpassed TV since the survey began in 2008. Online time has also almost doubled in the last eight years. The firm says, "The idea that TV is boring no matter what is on is just because TV is so static and it might have ads on it." (ABC

The current state of the White House has ignited Gen Z’s interest in politics—according to AwesomenessTV’s CEO, Brian Robbins. He reports that his own children’s newfound fascination with politics sparked by the recent election has inspired him to bring more political content to AwesomenessTV. Because “[a]n audience that really wasn't that interested is now really interested," the company will move away from “fluffy, horrible” entertainment news into political news, which could be in the form of documentaries, or scripted shows. (Business Insider)

Millennials are reporting higher rates of depression than any other generation, creating challenges at work. To avoid the stigma surrounding mental issues, young employees are increasingly resorting to using personal days to recuperate from anxiety, depression, and other afflictions. According to one expert, “this generation is not necessarily more depressed than workers of past generations, but more equipped to recognize it”—however, they fear judgement from their employers. (MarketWatch)  

Is Snap Inc. really a camera company? They say they are, and in their IPO filing the brand wrote, “In the way that the flashing cursor became the starting point for most products on desktop computers, we believe that the camera screen will be the starting point for most products on smartphones.” WeChat’s ability to read QR codes, Pinterest’s new visual search, and Facebook Messengers’ new visual capabilities all point to expanding capabilities of a camera—and the fact that “users’ experience of the world is increasingly mediated through cameras.” (The New Yorker)  

Quote of the Day: “I have a diamond wedding ring but any stone would be beautiful and appreciated.”—Female, 24, MN

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