Snapchat
Head of Snapchat Spectacles Event Marketing & Partnerships
Snapchat Spectacles Launch
Rhenee led the launch of “Snap Spectacles” with her current business partner, Kelly Nyland, through the use of pop-up vending machines that were placed throughout the US and Europe. This unique strategy of limiting availability to one bot and a New York pop-up store, both offering Spectacles for just one day in various locations, created an atmosphere of urgency and exclusivity. The campaign brilliantly leveraged the allure of exclusivity, turning buying Spectacles into a memorable and exclusive event, demonstrating the effectiveness of innovative, scarcity-based marketing in the digital era.
“Snap Spectacles” quickly gained the attention of media and advertising groups and was awarded six Cannes Lions awards at the 2017 Cannes Festival. “Snap Spectacles” were featured across a variety of media platforms including: The Verge, The Wall Street Journal, TechCrunch, Wired, Business Insider and more.
Snapbots were placed in over 80+ locations worldwide.
The mission was to set the stage for this new type of hands-free face camera, Spectacles, by inspiring customers to visit the most beautiful locations in the world. By limiting distribution, buyers were compelled to acquire these sunglasses from a magical character in an obscure location - thus ensuring that their first 10 photos would be memorable.
The most infamous and remote location that a bot visited was at the bottom of the Grand Canyon West which is owned and managed by the Hualapai Native American Indian tribe. The bot had to be cradled inside of a helicopter net and gently ‘slung’ to it’s location at the bottom of the ridge. It remains a singular experience - no other sale has ever happened in this remote location inside this national park.
Watch the Cannes Lions video here.