L’Oréal Paris (who served as the official beauty sponsor of the Golden Globes) has now become one of the first marketers to utilise the recently launched 'Snapchat Spectacles'. This is another example of big brands looking for fun and interesting ways to use social media.
During the Golden Globes celebrity make-up artist Sir John as well as two other L’Oréal Paris brand ambassadors wore the $130 smart glasses whilst backstage with celebrities, as well as when walking the red carpet. The spectacles capture content from a unique vantage point - the wearers’ perspective. It then sends 30-second videos directly to the users’ own Snapchat accounts.
The spectacles have already been used to capture many interesting things. One UK doctor took things to a new level when he recorded a medical hernia operation to help educate people via Snapchat.
“We are always looking for new and innovative ways to engage our consumers” Kristen Comings, VP of integrated consumer communications at L’Oréal Paris’, told Digiday. “Snapchat serves as a proven tool to engage audiences.”
Spectacles are available to purchase but are limited exclusively via a fleet of interactive yellow vending machines called 'Snapbots', which continue to pop up in tourist-heavy locations across the US.
Go to https://www.spectacles.com to find your nearest bot.
What are your thoughts? Is this just a fad or something more?