Samuel Scott

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Why Snap should abandon Spectacles but keep augmented reality

by | May 25, 2021 | Marketing Essays

My new column is live in The Drum:

Why Snap should abandon Spectacles but keep augmented reality

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.

But noting recent marketing results, Snapchat should leave the glasses and take the augmented reality.

Read the rest here.

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