Dive Brief:
- Golden Globe viewers got a sneak peek at the red carpet via official makeup sponsor L’Oréal Paris and Snapchat Spectacles, according to Digiday.
- The hardware camera devices were worn by celebrity makeup artist Sir John and two other L’Oréal Paris brand ambassadors streaming 10-second videos from behind the red carpet at the awards show to the makeup company’s Snapchat account.
- According to Kristen Comings, VP of integrated consumer communications at L’Oréal Paris, Snapchat Spectacles was chosen to stream backstage content because “Snapchat serves as a proven tool to engage audiences.”
Dive Insight:
L’Oréal Paris is a brand that has been active in using Snapchat in its social media strategy, and although other brands have experimented with streaming content from Spectacles, this effort is one of highest profile and ambitious uses of the hardware device to date. Brands are embracing Spectacles for its ability to capture and share digital video from day-to-day living and special events, showing Snapchat's growing prowess in real-time engagements.
The news reflects how Snapchat is keen on developing opportunities to bring branded video content onto its platform in addition to the TV-like content that will be arriving thanks to deals with networks and its plans to produce original shows. Video ad spending is expected to be the fastest growing digital segment in 2017 and savvy brands are testing a variety of tactics.
In September Snapchat rebranded to form parent company Snap, Inc., in advance of its expected IPO this March and at the time announced Spectacles as well as scannable Snapcodes. As part of the rebranding, Snap is being positioned as a camera company rather than a social media company. Brands that have made use of the wearable cameras include Sour Patch Kids, VaynerMedia, Mountain Dew and Esquire Network. The devices are essentially glasses with a built-in camera that creates video from the wearer's point of view that can be viewed both horizontally and vertically.
