SNAPCHAT SPECTACLES

TEAM INTRODUCTION

BOWEN MA ANDREA BRIDGE YASH MEHTA VICKY CHUAN CHEN

CHALITA UVIMOLCHAI NOOR KANOOMARTA MOLESINI

OVERVIEW

Company Background

Product Positioning

SWOT Analysis

Competitor Analysis

Target Audience

BIG IDEA

Timeline

Phase 1

Phase 2

Phase 3

Budget & Measurement

Conclusion

COMPANY BACKGROUND

Multinational Technology & Social Media Company Founded By Evan Spiegel

July ‘11 - Snapchat is a mobile app that allows users to send and receive short-lived and self-destructing photos and videos

100 Million Active Monthly Users

1 Billion Stories Viewed Per Day

400 Million Snaps Sent Per Day

Nov ‘16 - Spectacles is a pair of smart glasses that connect to user’s Snapchat account and is used to record videos in a circular view

PRODUCT INFORMATION

FEATURES:

Wearable Face Tech Innovative Camera Glass

Colorful - Black, Teal, Coral Retro-Lite Look

$130 Glasses WithEmbedded Camera

FUNCTIONS:Transfer via Wi-Fi &

BluetoothRecord 10 Second Video

Circular ViewIn-Ward Facing Light When

You SnapOut-Ward Facing Light To

Alert Anyone In Your Field Of Vision

PRODUCT INFORMATION

(VIDEO)

https://www.youtube.com/watch?v=XqkOFLBSJR8

PRODUCT POSITIONING

To tech savvy and fashionable Snapchat users, Snapchat Spectacles are innovative camera glasses designed to capture daily life activities in a unique eye-level perspective, that offers the audience the quickest means of recording a short ten second video so they can preserve the memories without needing to stare at the phone screen

SWOT ANALYSIS

STRENGTHSInnovative New Product

Well PricedBrand Recognition Fashion Forward

High Market Demand For Wearable Tech Products

Large Launch Budget **UV Protection

WEAKNESSESLimited Target Market

Limited Design & Colors Limited Production

Only Few Available/Not Mass Market Only Available For Snapchat Users

Single Purpose DeviceNo Selfies

Only 10 Second Recordings Only Sold Via Bots For

Now

OPPORTUNITIES THREATSExpand Product Line Potential Technical Problems

More Designs & Personalization Privacy LawsExpand Target Market High Cost For Invention

Penetrate International Markets High Cost Of ManufacturingExpand Distribution Channels Economic Threats

Competitive Market

COMPETITIVE ANALYSIS

DIRECT:

Google Glass

Recon Jet

Zungle Glasses

Sony SmartGlass

GoPro

INDIRECT:

VR: Oculus Rift/Samsung Warby Parker

Ray BanApple Glasses

Oakley Airwave Drones

COMPETITIVE ANALYSIS

$1,500 $500 $109

$199 +

$840

SITUATION ANALYSIS

TARGET AUDIENCE

DEMOGRAPHICS:

AGE:18-35GENDER: Mainly Women INCOME: <$50,000EDUCATION: High School And Above

PSYCHOGRAPHICS:

Social, Creative, Fashion Forward, Tech Savvy, Cares About Money, Values Times With Friends And Family, Early Adopter Of Trends.Forward Thinking, Progressive.They Are Hard Working, Independent & Value The Work Life Balance

PERSONA

Name: Natasha Jones

Age: 23

Residence: Williamsburg in a three-bedroom apartment with her roommates Tom and Alexa

Job: Junior Account Executive at The Advertising agency McCann

Education: M.S. in Art & Design at NYU

Social Status: Social Butterfly who is always on her phone

Weekend Activity: Eating out with her friends after touring one of Brooklyn’s many art galleries

BIG IDEA

Awareness: #TheHunt

Engagement: Summer Time is Snapchat Spectacles Time

Increase Sales

TIMELINE

1.Digital Campaign - #TheHunt 2.Digital Marketing/Public Relations3.Print Advertising4.Out Of Home Advertising

INCREASE AWARENESSPHASE 1

#TheHunt

DIGITAL MARKETING/PR

PRINT ADVERTISING

OOH

PHASE 1

#TheHunt

DIGITAL MARKETING/PR

PRINT ADVERTISING

OOH

Catching Onto The Craze Of Augmented Reality, We Are Hosting An Interactive Hunt For The Snapchat Spectacles

#TheHunt Will Invite Users To Scan Bar Codes On Print Ads And OOH Ads Leading Them To The Next & Ultimate Destination To Find The Spectacles

PHASE 1

#TheHunt

DIGITAL MARKETING/PR

PRINT ADVERTISING

OOH

Digital And Mobile Engagement With Hunting For The Clue#TheHunt

This Will Help Create A Sense Of Urgency

Articles Mashable, BuzzFeed, Refinery29, Business Insider

PHASE 1

#TheHunt

DIGITAL MARKETING/PR

PRINT ADVERTISING

OOH

Focusing On Direct Ad’s In Relevant Print Sources That Our Target Reads

The Advertisements Will Be Related To Our Theme For Phase One#TheHunt

They Include QR Codes To Unlock Specific Filters

PHASE 1

#TheHunt

DIGITAL MARKETING/PR

PRINT ADVERTISING

OOH

Related To The The Physical Hunt Of The Product

Unlock A Clue To Find The Bot

50% Off The Retail Price Of The Glasses

PHASE 2

Increase The Engagement & Awareness: (May - August) Target BIG CITIES

Follow Up Press PR Placements From The Success Of The Hunt Engage With Influencers & Celebs

#MySummerIs•BBQ•Adventure

PHASE 3Increase Sales Drive People To Buy The Product (Sept - Dec) NATIONWIDE

Seasonal Offers: Halloween, Thanksgiving, Christmas & NYE

MEASUREMENT

Phase 1 Snapchat DataMeltwater Google Analytics

Phase 2Google Analytics Meltwater

Phase 3Feedback In Email Survey Rating System

BUDGET ALLOCATION

54%33%

3%

10%

Budget Breakdown

Print Events OOH Social Media

$15,000,000

CONCLUSION FIN.

QUESTIONS?