The Drum Awards Festival - Official Deadline

-d -h -min -sec


By Rebecca Stewart, Trends Editor

June 2, 2017 | 3 min read

Snapchat is bringing its cute Snapbot vending machines to Europe, letting Snapchatters in the region get their hands on a pair of Spectacles for the first time.

The unusual distribution strategy for the camera-equipped glasses follows on from a similar initiative in the US. On Friday (2 June) bots landed simultaneously in London, Venice, Paris, Barcelona and Berlin.

The bright yellow machines will be popping up in "surprising locations" throughout Europe this summer. The notoriously secretive company is not releasing the locations ahead of time, instead teasing them on a dedicated website which users can check 24-hours ahead of landing time.

Spectacles were launched by Snapchat last year to coincide with the firm rebranding its parent company as Snap Inc. The glasses cost £129.99 a pop and are basically hip round set sunglasses complete with an embedded video camera, which lets users capture Snaps on the go.

The Snapbot experience lets shoppers preview videos captured by Spectacles and virtually "try on" the eyewear.

The first London bot landed in the capital's South Bank next to the iconic London Eye ferris wheel. Where hundreds had queued when the push hit the States in LA's Venice Beach, Londoners were more reserved in their enthusiasm, with no queues to be seen.

Sean Tracey, a Labs developer at the Financial Times, was one of the first to pick up a pair of Spectacles in the UK capital. He said: "I think it’s an interesting way to launch a product. I can’t walk into Debenhams or Tesco to buy a pair, I have to come to a lovely part of London to get them. It’s a good way to get people interested."

Snapchat's chief strategy office Imran Khan has been keen to show marketers that the firm is "bigger than just one app" and creatives have been experimenting with the specs since they launched. In the US, paper towel brand Brawny recently rolled out a spot featuring clips of footage that were all shot by toddlers wearing the product.

You can get an insight in the Snapbot experience, which came complete with Snap's famous Rainbow Sick Filter-inspired Lenses, above.

Video filmed and edited by Katie Deighton

Snap Social Media Marketing Marketing

Other episodes in the series

Episode 1

Cadbury unleashes the moo of its animatronic cow to promote bovine adoption promo

Cadbury Dairy Milk took to the ever-popular activation spot of the Southbank this week with an animatronic cow in order to promote its Buttons brand’s bovine adoption scheme.

Episode 2

‘Alexa, order me a cocktail’: Diageo and Dentsu Aegis test voice activation in the connected bar

Connected devices, the internet of things and voice activation: all innovations the modern marketer usually confines to the bounds of the home. But in Cannes this year Diageo has teamed up with Dentsu Aegis agencies Isobar and iProspect to bring these technologies into a new consumer market: the bar.

Episode 3

Welcome to the mind of Mark Denton: a look at the work in his Art Mart gallery

The extraordinary creative mind that is Mark Denton has his own art gallery – a grocery shop styled show in Shoreditch, London.

Episode 4

Inside the San Miguel Experience: why the brand is investing in immersive events

San Miguel launched its Rich List campaign earlier this year in a bid to celebrate individuals who have dedicated their lives to seeking our new experiences. Now the beer purveyor is turning to live events to help recruit applicants.

Episode 5

‘It’s not a political statement’: why Publicis is celebrating immigration through artwork

Visit Publicis’ London office on Baker Street throughout August and you’ll find yourself in the midst of an art gallery curated to celebrate the creative lifeblood that immigrants – and the children of immigrants – bring to British culture. However the show should not be read as a political statement, according to the agency’s chief executive.

Episode 6

New York's window displays reviewed by Deutsch head of design Roger Bova

Holiday window displays by big retailers make the season sparkle, with shoppers mesmerized by the shiny details that go into each exhibit.

Episode 7

Behind the scenes of EasyJet's last minute Christmas campaign

On a snowy December morning outside of Terminal One of Gatwick Airport, Santa was seen clambering up and down an escalator without a reindeer close by.

Episode 8

ABB on why its title sponsorship of Formula E is as much about brand reputation as awareness

Tech company ABB hopes its title sponsorship of Formula E will finally make it a global name. But the deal is also fuelled by an authentic support of the race’s underlying philosophy – in spite of its political and sporting controversies.

Episode 9

#TrumpBaby takes flight – and proves the brand-building case for crowdfunding

Today (13 July) saw a rotund orange pocket of air fly above London’s Parliament Square in protest of Donald Trump’s visit to the UK. The huge media interest in the event has proven that crowdfunding a creative idea can not only work but can build a solid brand for the project in the process.

Episode 10

Panasonic wants consumers to adopt a ‘buy less, respect more’ approach to tech

Panasonic Design’s dark but calming installation at the London Design Biennale encapsulates the brand’s refreshed approach to tech – one that connects less with 20th century consumerism and more with the Japanese approach to care and respect.

More from Snap

View all