Snap: Spectacles [image] 2

Credits & Description:

Title: Spectacles
Agency: Snap
Brand: Snap, Inc.
Country: USA
Entrant Company: Snap, Los Angeles
Advertising Agency: Snap, Los Angeles
Media Agency: Snap, Los Angeles
Pr Agency: Snap, Los Angeles
Production Company: Snap, Los Angeles
Director Of Marketing: Kelly Nyland (Snap Inc)
Design Lead, Spectacles: Lauryn Morris (Snap Inc)
Retail Marketing Manager: Steevy Griffin (Snap Inc)
Synopsis:
Our goal was to introduce camera-glasses to the world that, while technically sophisticated, could be embraced as a toy -- a product perfect for exploring with friends out in the world. To execute on this, the team considered every aspect of design, packaging and marketing to create a brand that was approachable, unexpected and fun.We also wanted to help consumers make an immediate connection between the product and the unique type of content the camera could create.Our Snapbot execution was a huge driver of bringing the Spectacles brand to life.
Outcome:
The product launch campaign has received over 75 billion media impressions, generating approximately $54.8M advertising value equivalency, across 27,000 news stories.Just under 7M unique visitors have come to Spectacles.com following the launch. About 35% of these visitors have regularly returned to chase the Snapbot across 81 different locations. The Snapbot Twitter pictures have received 3.5M impressions and Most importantly, Spectacles have been used to create over 8 million snaps, which have been viewed more than 1.2 billion times on stories in Snapchat.
Execution:
Spectacles were announced on September 24th. Six weeks later, the first Snapbot was revealed on the Venice Beach boardwalk. Hundreds rushed to buy Spectacles, which sold out in several hours.The following ~20 Snapbot locations were chosen from about 100 site visits. At each location, we brought Spectacles prototypes and captured video content. Throughout the campaign, a Snapbot might appear in a location for 24 hours. To maintain an air of mystery, there was little to no human interaction with the Snapbot by staff. For consumers, a simple system for finding a Snapbot was developed through an online web page. We offered visitors a 24 hour countdown clock that would run out as each Snapbot would wake up in a new location. The web page would reveal a map. The Spectacles Twitter handle would tweet a single photo where the bot could be found after navigating to the map location.
Strategy:
We looked to achieve three things via our distribution strategy:Introduce Spectacles to our consumers in locations that inspired snappingMake Spectacles feel approachable through a fun and surprising introductionCreate an experience that could be consistent across all markets
Campaign Description:
It was important to us that consumers’ first experiences with Spectacles were outside in locations that inspire them to make content with their Spectacles. A vending machine model could achieve this at scale -- but our vending machine needed a personality. The end result: Snapbots, friendly, yellow vending machines that let you experience the first-person perspective that Spectacles capture, virtually try-on different colors and, perhaps most importantly, meet you in locations that immediately inspire snapping. The Snapbot itself is fun, approachable and expected -- as well as a little mischievous. A Snapbot “lands” mysteriously in new locations, is “sleeping” when you first approach it, “wakes up” to throw you into Specs content, giggles, and more.