Nearly a year ago, Snap announced Spectacles, its high-tech sunglasses that records video, thanks to an integrated camera, from the wearer’s eye-level perspective. Spectacle’s branding potential has consistently intrigued marketers, as they can utilize the devices to create either organic or PR-driven buzz on Snapchat, Snap’s flagship property.
Burger King and Sainsbury’s are the first two Snap clients to use the glasses to shoot ads that appear on Snapchat. (Snap ran house ads, which were shot via Spectacles, on Snapchat earlier in the summer.) The creative difference between Spectacles’ clips and other footage lies in how the glasses capture video in a circular fashion.
The brands’ ads are going live today, with Burger King’s ad appearing via the app in the U.S. for National Cheeseburger Day and Sainsbury’s—which is a grocery store chain—rolling out in the U.K.
“This is the first time [we’ve] produced anything on Spectacles,” said Brooke Scher Mogan, Burger King spokesperson, via an email. She also noted, “The brand has done a bunch of successful campaigns with Snapchat in the past.”