Meta, aiming to make its Ray-Ban smart glasses mainstream, launched two Super Bowl ads featuring Chris Hemsworth, Chris Pratt, and Kris Jenner. The ads showcased the glasses' AI capabilities, translating languages and identifying art. Meta also announced a limited-edition Super Bowl version of the glasses, unavailable for purchase, likely given to celebrities and influencers for promotion. This move aligns with Meta's strategy to boost the success of Ray-Bans, which have already sold over 1 million units, by using limited editions and strategic collaborations.
Meta isn’t shy about its ambitions to make its Ray-Ban smart glasses a mainstream gadget. So much so, it’s made not one but two Super Bowl ads featuring not one, but two Marvel actors. And as a little cherry on top, Meta announced it’s creating a limited edition Super Bowl version of the glasses that won’t be for sale to the general public.
In a blog about the ads, Meta says the limited edition glasses will be a pair of matte black Wayfarers with either gold, mirror-like lenses or lenses featuring the team colors of the Super Bowl finalists. The glasses will also come with a custom-etched case. However, they won’t be available for purchase, hinting that these will likely be seeded to celebrities and influencers to drum up buzz. There are a couple things at play here.
SMARTGLASSES META RAY-BAN SUPERBOWL MARKETING
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