What Happened
Hyatt becomes the latest brand to embrace Spectacles, the camera-equipped connected sunglasses from Snap Inc., for creating marketing content. As part of its global campaign “World of Hyatt,” the international hotel chain has given away eight pairs of Spectacles to employees at different hotel locations around the world to produce branded video content from their unique POVs. The content they produce will be shared internally as well on Hyatt’s social media channels selectively.
What Brands Need To Do
Previously, Toyota and L’Oreal have also tapped Spectacles to produce branded content. Hyatt’s approach differs from those two brands, which both handed the Spectacles over to social influencers at their respective events, in that it has a broader, international perspective and focuses on capturing the normal, day-to-day happenings at Hyatt properties around the world. Spectacles are great at capturing the kind of candid, off-the-cuff moments, in a circular format that is especially suited for Snapchat but can also be posted to other social channels. Brands wishing to add more authenticity to their branded content and enrich their Snapchat video content should consider using Spectacles.
Beyond content creation, the popularization of Spectacles also signals that we are approaching an age where cameras are increasingly becoming one of the primary input sources of our digital life. Beyond Snapchat, Mastercard is now allowing app users in Europe to authenticate their payments with a selfie, and the Hawaii Tourism Authority recently launched a digital campaign that uses facial recognition technology to create personalized travel recommendations and offer tailored travel packages. As these examples indicate, the surging prominence of visual input is set to bring a new set of opportunities and challenges that brands will need to learn to navigate in order to adapt to the shifting consumer behaviors.
Source: Business Wire
Header image courtesy of Hyatt’s YouTube
