I'm sure you have seen the news about Snapchat. Besides filing for the biggest IPO in a long time, they're physical product is exploding. Many thought that Spectacles would be a huge flop, mostly because Google Glass was not the revolutionary product everyone thought. However, Snapchat did something that no other company has: It has let their fans market for them! Word of mouth is the most powerful marketing tool there is, and they have mastered it.
Can you buy them online? No. Instead they have been dropping adorable minion-looking vending machines around the country. While people await for the next one to be mapped, the ones that have been dropped sell out in minutes. Snapchat has officially turned buying a product into a bizarre and delightful game. Rather than letting anyone buy them online, they have been dropping adorable Snap Bot vending machines around the country, providing a countdown and map on its website so fans can breathlessly await the next appearance. Talking about appearance, once you reach the bot, you can see what you would like with the Spectacles on. The machine has facial recognition software just like the app! Now that's impressive. Would you look best in coral, blue or black?
Making the glasses a limited edition item, along with the weird method of placement, has successfully built up a surprising amount of interest for such a silly gadget. In fact, when people get their hands on a pair, they tweet, Facebook and Instagram pictures and thoughts to the world. With every drop, people are tweeting their excitement (and disappointment), as sometimes the bot is hundreds or thousands miles away.
It's clear Snapchat doesn't want this to be thought of as a traditional tech gadget, but a fun part in people's lives. They have officially been dubbed the kings of understanding culture. When you think about it, they're JUST a pair of sunglasses that lets you shoot short videos. However, that's a brilliant strategy: It lowers expectations as Snapchat ventures into the unknown that is face-mounted wearables. How much longer will the surprise bot strategy go on? Not sure, but are you going to nab one before they stop?
By: Erica Amatori | Snapchat & Instagram: @ericaamatori