Snap announced that actor Robert Downey Jr. has been appointed as the Chief Customer Experience Officer for Specs, as part of a promotional effort to boost interest in the device heading into the peak shopping season.
According to Snap, Downey Jr. will help “guide customers to understand and imagine what’s possible with SPECS,” while also working “across different parts of the SPECS organization to explore new capabilities, shape new Lens experiences and develop original content.”
As per Snap: “As CCEO, Downey Jr. is launching his first project today — a collection of original episodes that put SPECS technology to the test. These initial episodes show how SPECS AR glasses can help you elevate workspaces, master golf, relax with an entertaining show, and develop artistic skills.”
Snap said that these videos will be available to watch on both the Specs website and on YouTube. Meanwhile, Downey Jr. will also front a new promotion for Specs that will air during the Oct. 20 NBA season opener game between the New York Knicks and the Philadelphia 76ers.
Snap added that the actor will also collaborate with the company on in-person experiences.
The move offers high-visibility publicity for Snap’s new AR glasses, which feature a range of advanced experiences.
But they’re big. The device is clunky, and much more cumbersome than Meta’s current smart glasses models, which could make them a difficult sell. But then again, Downey Jr. is known for wearing stylish, large-framed glasses, and as such, he could provide some credibility and boost interest in the device.
Though Specs are likely to be a hard sell either way, based on price. Specs are currently available for pre-order at $2,195, a price tag that likely puts them beyond the affordability threshold for the vast majority of consumers.
