This Creative Director Explains Why Brands Should Start Testing Snap Inc.’s Spectacles ASAP

They're hot and not Google Glass

Headshot of Christopher Heine

Ned Lampert, creative director at space150, got a message just after 6 this morning in his Los Angeles-area home from a colleague back east. The message in essence: Snapchat's Spectacles are being sold on Venice Beach, so get your butt down there and get a pair.

"So I sprinted over there," Lampert explained. "I got there before 8 a.m."

Minutes before Lambert was woken up, Adweek broke the news that Spectacles—which are suped-up sunglasses that record video thanks to an integrated camera—were available for purchase. Walking out his front door, he said, "I was like, 'It's probably not going to be that crazy.'" 

But there was a long line of folks when he arrived, and it was only increasing. They were waiting to use Snap Inc.'s interactive vending machine, called Snapbot. A few will appear around the country in the coming weeks, traveling from one locale to the next. 

When Lampert got his chance at the vending machine, of the three colors available—black, coal and teal—only the black option was left. "And they sold out of those with the two or three people behind me," Lampert said. "So I just got in."

He's been testing Spectacles since then, and the cd has already talked with an apparel retailer client about using Spectacles content. "That's kind of our role with clients," he remarked. "We get technology super early." 

Spectacles are "more social" than the failed Google Glass, he said—wearers can import the first-person videos into their Snapchat accounts. 

"Snapchat is really smart in that they kind of just throw you into the user interface and make you kind of discover it yourself," Lampert said. "I like the idea of riding a bike while being able to snap. You can keep your phone in your pocket and record via your phone app."

Users can save their Spectacles clips, which Snap Inc. calls "memories," by syncing the device with their Snapchat accounts and storing them in the app. They can also share them with friends on the platform. 

Lampert added that Red Bull's Air Force team, as an example, could share memories as they fly through the air. Also, think what Lilly Singh, Casey Neistat and Logan Paul could do, bringing an ultra-personal perspective to their millions of fans. 

"It can elevate the way in which you can put [together] a narrative," Lampert said. "I think action sports are going to be big. From the perspective of an influencer, an athlete or a celebrity, it's going to be really interesting."

It's going to be fascinating, indeed, to watch how brands use Spectacles going forward. 

In the meantime, MarketingLand reporter Tim Peterson shared a good look at the Snapbot scene on Twitter. 

@Chris_Heine Christopher Heine is a New York-based editor and writer.