Snap has made Robert Downey Jr. the face of its Specs AR glasses — with the title of Chief Customer Experience Officer rather than spokesperson. With pre-orders priced at $2,195, Snap first has to convince people why they’d wear Specs at all, and it’s using a celebrity as a guide to the experience.
Downey’s first project is a series of original episodes in which he tests Specs in everyday settings — a workspace, golf, watching a show and making art. The episodes run on the Specs website and YouTube.
Specs are bulkier than Meta’s smart glasses and far more expensive. If shoppers can’t picture using them, specs sheets won’t sell them. Giving Downey an “experience” title signals that the campaign is about showing the product in use, not listing features.
He is Chief Customer Experience Officer for Specs, leading marketing such as original episodes in which he tests the AR glasses.
Pre-orders are priced at $2,195.
The episodes run on the Specs website and YouTube, a promo airs during the Oct. 20 NBA season opener, and in-person experiences are planned.
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