TechCrunch: Why Snapchat Spectacles failed

TechCrunch: Why Snapchat Spectacles failed. “Snap did some things right with Spectacles. The fashion photo spread announcement felt classy and surprising despite clues and photos of CEO Evan Spiegel trickling out ahead. The initial launch was a marketing extravaganza, with multi-hour lines of cool kids waiting on the Venice Beach boardwalk to buy them. And the Snapbots being dropped in random locations was exciting and made people feel special if they got ahold of them. But once people put them on their face, the excitement died off. Here’s a breakdown of the major flaws that emerged with Spectacles in the year since their debut, with a focus on the stilted launch strategy…” Really thorough.

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