In May 2014, the phenomenon of the time, Google Glass, was available for purchase to the public. Google Glass was a pair of glasses with an attachment that allowed you to record video, take pictures and view information through a tiny display in one lens. Wearable technology sounded cool at the time, but wasn’t practical for your average consumer, and (IMO) was a terrible fashion statement. Not to mention, they were expensive – like $1,500 expensive.
Fast forward about two and a half years to November 2016. Snap Inc. (parent company of Snapchat) releases Snapchat Spectacles. Like Google Glass, Spectacles are worn like you would glasses or sunglasses. Except Spectacles actually ARE sunglasses. They’re just super smart sunglasses with a built in 115-degree wide-angle camera that shoots in circular video. The camera records 10 second videos and sends those videos to your Snapchat via Bluetooth or Wi-Fi. When you’re done using them, just pop them in their case that also doubles as a charger.
So how do you get your hands on Spectacles? Unless you live in New York, currently the only way to obtain a pair of Spectacles is through a little yellow vending machine called a “Snapbot.” The Snapbots only visit one location for one day at a time, and the only way to know where they’ll be located is by tracking them. Snapchat will count down 24 hours before sharing the next location. So here’s to hoping a Snapbot lands in your city soon!
For marketers, Spectacles open a whole new set of doors for unique and engaging content. Check out how these brands are utilizing Spectacles to elevate their brand’s Snapchat presence.
Esquire Network took their Snapchat followers for a thrilling ride to promote its new show “Wrench Against the Machine.” A motorcyclist wore Spectacles while swerving through lanes of traffic. At the end they asked viewers to “Enjoy the ride with them on the premiere of Wrench Against the Machine” that aired the upcoming Tuesday.
Sour Patch Kids
Sour Patch Kids created a Snapchat Story that very similarly mimics Buzzfeed Tasty videos. Watch how they created Sour Patch Kids cookies while wearing Spectacles.
L’Oreal was the official beauty sponsor at the 2017 Golden Globe awards. The night of the awards, L’Oreal had celebrity makeup artist Sir John and two brand ambassadors wear a pair of Spectacles while getting ready back stage with celebrities and walking the red carpet. L’Oreal’s followers got to experience the Golden Globes through the eyes of Sir John. Literally!
Unlike Google, Snapchat created a practical product that enhances an experience. Spectacles are social. They give your followers an exclusive viewing experience, and as marketers how cool is it that we can now give our brand’s customers a new POV (literally) of our brand?