Why Snap should abandon Spectacles but keep augmented reality
The Promotion Fix is an exclusive biweekly column for The Drum from Samuel Scott, a global keynote marketing speaker who is a former journalist, newspaper editor, and director of marketing and communications in the high-tech industry. Follow him @samueljscott.
The bespectacled Samuel Scott says glasses have never been cool (and don’t get him started on VR headsets). In his new Promotion Fix column, he recommends Snap forgets the goggles and gives AR all of its focus.
Pygmalion-inspired 90s teen films such as She’s All That told a generation that glasses are not cool and that simply taking them off would transform someone from a shy geek into a ‘major hottie’. Snapchat should remember that.
Over the past five years, two emerging trends have been wearable glasses technology and augmented reality. During Snap’s Partner Summit last week, the company unveiled a combination of both.
In 2012, Google released the ill-fated Google Glass to much media attention and other publicity. The device was essentially a hands-free smartphone with voice-activated applications including a web browser, calendar and camera.
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