Snapchat Spectacles are social sport’s latest innovation
Last week, the NHL’s Minnesota Wild embraced first-person, behind-the-scenes social sharing when they became the first professional sporting team to utilize the new Snapchat Spectacles, a move that teams will be quick to replicate as an inventive new form of fan interaction.
“We’re always looking for new ways to bring our fans closer to the team and the game,” said the Wild’s digital managing editor and content strategist Phil Ervin in a statement. “The Spectacles certainly delivered, providing a cool, new point-of-view that was really simple to execute.”
We joined the soccer circle with #mnwild players ????
— Minnesota Wild (@mnwild) November 23, 2016
Snap Inc.’s latest venture, Snapchat Spectacles debuted at the beginning of November in an unexpected fashion. The glasses are available for $130 from “Snapbots,” bright-yellow vending machines in Los Angeles and New York City that reportedly only remain in a single location for 24-hours.
The wifi-enabled bluetooth glasses allow wearers to record first-person point-of-view photos and ten-second clips that transmit to the user’s phone and Snapchat account. For sports teams, this means providing the growing number of mobile-based fans with unprecedented access to the pre-match stadium experience, delivered directly through the eyes of the players.
The Wild partnered with ad agency space150 to create the content and strategy for the Spectacles, which has already included video of a pre-game skate, a zamboni ride, a skate sharpening session and a clip from the mascot’s point-of-view while launching t-shirts at the crowd. Fans can follow the Wild on Snapchat with the username “Minnesotawild” to see the team’s latest updates with the Spectacles.
Greg Swan, vice president of brand innovation for space150, was full of praise for the Spectacles’ capabilities, as he told GeekWire, “Snapchat Spectacles give followers a first-person perspective to social video we’ve only ever seen with expensive equipment or time-intensive processing required.”
The mystique of Snapchat’s Spectacles campaign and limited distribution strategy has driven intense media interest and a secondary market on eBay where the glasses sell for thousands of dollars. Snapchat’s advertising data claims that 41% of all 18 to 34 year-olds in the United States use the app each day, and the success of the Minnesota Wild’s Spectacles’ content will inspire other sports teams to attempt similar strategies in an effort to engage this key millennial demographic.
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