Tappable – Stories of Mobile Madness

Are Snapchat Spectacles Worth It? - Nike Adventure Club + More! | Stories of Mobile Madness

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Welcome to episode 12 of Stories of Mobile Madness. Stories of Mobile Madness is a show all about what is happening on mobile that influences media and marketing.

In today's episode, we will be talking about Snapchat spectacles and whether or not paying attention to them is finally worth it, the real reason behind Condé Nast going digital with their Glamour brand, and Nike using disruptive business models to create long-term brand engagement.

Are Snapchat Spectacles Worth It:

Despite previous failures, Snapchat is attempting to revive Snapchat Spectacles again with the release of a new Spectacles model, Spectacles 3. The new Snapchat Spectacles 3 will be significantly cooler to wear, as they are made of lightweight stainless steel, and the dual lenses present on the Spectacles are promising a game-changing depth of perception. However, even with these changes, the question remains: Are Snapchat Spectacles worth it?

There was a lot of hype for the first Snapchat Spectacles, but they simply could not deliver on the hype, or at all. That's right, they physically couldn't be delivered, which led to a $14 million write-off. This has led to much speculation about whether Snapchat will be able to avoid another disaster this time around with the Spectacles 3.

If consumers feel like recording video with a pair of glasses would be a welcome addition, then the future might look bright for the Spectacles, as with virtual reality becoming more popular, more people might be looking for a pair of glasses capable of giving them the full VR experience.

Condé Nast's Glamour Magazine Stories Strategy:

Condé Nast decided to stop the monthly print edition of Glamour Magazine at the end of 2017, even though they had a healthy growth of 7% over the course of the year. Why was this decision made? Well, Condé Nast decided to adopt a digital-first approach to safeguard the future of the brand.

Due to the fact that the Glamour audience spends most of their time looking at screens nowadays and not print magazines, the move to digital was a move that was bound to happen sooner rather than later. By jumping into the online world, Glamour was able to become a large authority in the growing beauty industry online.

So, how has Glamour been able to excel online thus far? Well, advertisers that work with them have large budgets, and affiliate partners are able to bring in large sums of money for the company. Also, they have been able to utilize Instagram and Instagram stories in particular as a fantastic traffic source, which is no surprise due to the size of the beauty audience on Instagram.

Overall, the move to the online world has worked very well for Condé Nast and Glamour Magazine, and it will continue to be successful in the future.

Nike Adventure Club:

Established brands are increasingly adopting strategies used by startups to challenge and disrupt corporates. One of these strategies is the subscriptions business model, and now even Nike is launching into the subscriptions business to build closer relationships with their customers.

Nike's subscriptions service is called Nike Adventure Club. Kids between 2 and 10 years of age receive a new pair of sneakers every month, every 2 months, or every quarter, depending on the chosen plan. The plans range in cost from $20 a month to $50 a month, and customers have about 100 different shoe models to choose from.

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