When Snapchat announced that it was re-branding a couple of months ago and assuming the name Snap Inc., we knew that something massive was coming, but we didn’t know how huge it would be. The company has now made that big leap forward into the lifestyle sector and the world is changing one tantalizing 10-second clip at a time.
Snap Inc. Nailed it with Spectacles
Move over Alphabet, there’s new tech in town and it’s a whole lot sexier than Google Glass. We’ve all been primed to think that any kind of similar fresh tech would be Silicon Valley nerdy, but when the Snap Inc. ads began flowing showcasing topless women wearing vibrantly-hued Spectacles, it was pretty clear who the company was targeting. The Spectacles work exclusively with Snapchat, which has historically been popular with Gen X-ers and Millennials, letting users to film up to 30 seconds at a time in 10-second clips. The glasses allow for hands-free filming of anything, with uploads directly to the app. Users can then share their clips at will or save them in a private folder (yes, we know your mind already went there). Kerry Flynn over at Mashable did an excellent job of highlighting all the X-rated reasons people are lovin’ “Sextacles,” but really, most people are using them to get action shots (clean ones) they couldn’t get while holding their phones before and for the instant street cred you get just from being seen with a pair.
Their Marketing Team Sealed it with Scarcity
Snap Inc’s ads aren’t the only things about the release that’s a big tease. Snapchat’s normal user base is younger, with 60% of users are under age 25. This is the same group that readily adapts to new technology, but they’re also habitually broke and Spectacles retail for $130 (or thousands on Ebay right now). So, rather than offer up the goods, the company made them very scarce to encourage even those with lighter pockets to take action. Initially, the glasses were only available through Snapbot, a roving vending machine that hopped from venue to venue every 24 hours. Snapbot’s early drop-ins came without warning, which created a whole lot of viral buzz as people frantically made their way to the machines before they had a chance to be moved or emptied out, despite the company’s limit of two per customer. Snap Inc. now offers a 24-hour warning on its website when a Snapbot will be deployed and urges eager early adapters to check back in for the countdown and too see where the next one will appear. For now, Snapbot is only appearing in the US.
They Built Upon it with a Pop Up Shop
Pop up shops are great for creating word-of-mouth interest, so it’s no surprise that Snap Inc. added one to the mix. Naturally, it’s a very limited engagement, open only six hours per day through New Year’s. The pop up shop also takes a minimalist approach. Inside, visitors will only find a white corridor lined with flat-screen TVs displaying promotional videos and a single Snapbot waiting at the end of the hall. It’s hard to miss it, though. Snap Inc. chose a very prominent spot in the heart of NYC for their pop up and then covered the façade in bright yellow. A lone ginormous eye embellishes the front, looking out almost laughingly at the Apple store across the street.