--- title: "Snapchat Spectacles: A Snappy Release Strategy" id: "35802" type: "post" slug: "snapchat-spectacles-a-snappy-release-strategy" published_at: "2016-11-10T23:01:03+00:00" modified_at: "2026-03-16T17:56:35+00:00" url: "https://associationsnow.com/2016/11/10/snapchat-spectacles-a-snappy-release-strategy/" markdown_url: "https://associationsnow.com/2016/11/10/snapchat-spectacles-a-snappy-release-strategy.md" excerpt: "Snapchat’s new photo-taking sunglasses draw buzz for their offbeat release strategy. Also: How one association got in on the Mannequin Challenge." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AssociationsNow" - "market strategy" - "product launches" - "Social Media" - "Technology" taxonomy_content_format: - "Article" taxonomy_role: - "C-Level" - "Executive Team" - "VP" taxonomy_persona: - "Industry Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Snapchat Spectacles: A Snappy Release Strategy The future of augmented reality might look a lot more like Snapchat’s Spectacles than Google Glass. Or, you know, it may not—we’ll have to see how it ends up selling before we can make any bold claims about the photo-taking sunglasses. But one thing we can definitely say about Spectacles is that the release strategy is nearly as unusual as that used by [Google Glass](http://associationsnow.com/2013/12/google-glass-at-events-a-first-person-view/) . There’s no [Explorer Program](http://associationsnow.com/2014/05/thursday-buzz-wanna-become-google-glass-explorer-buy-way/) in Snapchat’s case—instead, the firm is [selling its devices out of colorful vending machines (opens in a new tab)](http://www.theverge.com/2016/11/10/13584488/snapchat-snap-inc-spectacles-vending-machine-snapbot-available) (Snapbots) for one day in different spaces around the country. > [pic.twitter.com/ECQhbYZBPa (opens in a new tab)](https://t.co/ECQhbYZBPa) > > — Spectacles (@Spectacles) [November 10, 2016 (opens in a new tab)](https://twitter.com/Spectacles/status/796717999856070656?ref_src=twsrc%5Etfw) Today, the Snapbot will be hiding in Venice, California, near Snapchat’s headquarters. Tomorrow? Who knows. But whatever the case, it might be worth taking notes on the buzz-building strategy being used by Snapchat, because this idea has people talking [and trying to grab the devices (opens in a new tab)](https://techcrunch.com/2016/11/10/heres-some-more-details-how-snaps-spectacles-work/) in whatever way they can. ### Keeping Still > And this was only the first take! [#MannequinChallenge (opens in a new tab)](https://twitter.com/hashtag/MannequinChallenge?src=hash&ref_src=twsrc%5Etfw) > [#AlwaysATreat (opens in a new tab)](https://twitter.com/hashtag/AlwaysATreat?src=hash&ref_src=twsrc%5Etfw) > 🍬🍭🍫 [pic.twitter.com/nEOcQjsQ4h (opens in a new tab)](https://t.co/nEOcQjsQ4h) > > — National Confectioners Association (@CandyUSA) [November 9, 2016 (opens in a new tab)](https://twitter.com/CandyUSA/status/796468802284322816?ref_src=twsrc%5Etfw) **The National Confectioners Association** isn’t afraid to get involved in the latest social craze. Check out the group’s offering in the Mannequin Challenge, which took only one take. *The New York Times* [has a piece on the phenomenon (opens in a new tab)](http://www.nytimes.com/2016/11/08/style/mannequin-challenge-is-the-new-viral-video-sensation-you-probably-cant-avoid.html) that’s quickly becoming the new Ice Bucket Challenge. ### Other Links of Note **Can leadership be taught?** Neoterica Partners CEO Kerry Stackpole gathers a variety of thoughts on the matter [in his latest blog post (opens in a new tab)](http://www.wired4leadership.com/6-ways-better-leader-right-now/) . **Want to stop your attendees** from leaving early? At *Event Manager Blog*, [Christina Green offers some tips (opens in a new tab)](http://www.eventmanagerblog.com/end-attendee-early-departure) . **They make connected suitcases now.** Emily Price of *Fast Company* traveled around with one recently—[here’s what her experience was like (opens in a new tab)](https://www.fastcompany.com/3064476/startup-report/bluesmarts-black-connected-suitcase-worth-the-price-tag) . (Handout photo) [Ernie Smith](https://associationsnow.com/author/ernie-smith/) Ernie Smith is a former senior editor for Associations Now. [More articles by this author](https://associationsnow.com/author/ernie-smith/) Tags: [#market strategy](https://associationsnow.com/tag/market-strategy/) [#product launches](https://associationsnow.com/tag/product-launches/) [#Social Media](https://associationsnow.com/tag/social-media/) [#Technology](https://associationsnow.com/tag/technology/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [TemplateMembers onlyAdvertising Sales ManagerJuly 24, 2015](https://associationsnow.com/2015/07/24/advertising-sales-manager/) - [TemplateMembers onlyDirector of Marketing and MembershipJuly 10, 2015](https://associationsnow.com/2015/07/10/director-of-marketing-and-membership/) - [PodcastAssociations Now Presents: Beyond the Tech Stack: How AI Is Changing the Association PlaybookOctober 29, 2026](https://associationsnow.com/2026/10/29/associations-now-presents-beyond-the-tech-stack-how-ai-is-changing-the-association-playbook/) - [TemplateMembers only2007 Convention & Expo Marketing PlanApril 2, 2007](https://associationsnow.com/2007/04/02/2007-convention-expo-marketing-plan/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2016%2F11%2F10%2Fsnapchat-spectacles-a-snappy-release-strategy%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !