Home / Gadgets / Snapchat’s PR firm sues influencer for not promoting Spectacles on Instagram

Snapchat’s PR firm sues influencer for not promoting Spectacles on Instagram


Snapchat’s PR firm sues influencer for not promoting Spectacles on Instagram – TechCrunch

Influencer marketing could get a lot more accountable if Snapchat’s PR firm wins this lawsuit. Snapchat hoped that social media stars promoting v2 of its Spectacles camera sunglasses on its biggest competitor could boost interest after it only sold 220,000 of v1 and had to take a $40 million write-off. Instead, Snap comes off looking a little desperate to make Spectacles seem cool.

Snap Inc. commissioned its public relations firm PR Consulting (real imaginative) to buy it an influencer marketing campaign on Instagram . The firm struck a deal with Grown-ish actor Luka Sabbat after he was seen cavorting with Kourtney Kardashian. Sabbat got paid $45,000 up front with the promise of another $15,000 to post himself donning Spectacles on Instagram.

He was contracted to make one Instagram feed post and three Stories posts with him wearing Specs, plus be photographed wearing them in public at Paris and Milan Fashion Weeks. He was supposed to add swipe-up-to-buy links to two of those Story posts, get all the posts pre-approved with PRC, and send it analytics metrics about their performance.

But Sabbat skipped out on two of the Stories, one of the swipe-ups, the photo shoots, the pre-approvals and the analytics. So as Variety’s Gene Maddaus first reported, PRC is suing Sabbat to recoup the $45,000 it already paid plus another $45,000 in damages.

TechCrunch has attained a copy of the lawsuit filing, embedded below, that states “Sabbat has been unjustly enriched and PRC is entitled to damages.” Snap confirms to us that it hired PRC to run the campaign, and that it also contracted a campaign with fashion blog Man Repeller founder Leandra Medine Cohen. And as a courtesy, I Photoshopped some Spectacles onto Sabbat above.

But interestingly, Snap says it was not involved in the decision to sue Sabbat. The debacle brings unwanted attention to the pay-for-promotion deal that brands typically tried to avoid when commissioning influencer marketing. The whole thing is supposed to feel subtle and natural. Instead, PRC’s suit probably cost Snapchat more than $90,000 in reputation.

The case could solidify the need for influencer marketing contracts to come with prorated payment terms where stars are paid fractions of the total purse after each post rather than getting any upfront, as The Fashion Law writes. PRC’s choice to chase Sabbat even despite the problematic publicity for its client Snap might convince other influencers to abide more closely to the details of their contracts. If social media creators want to keep turning their passion into their profession, they’re going to have to prove they’re accountable. Otherwise brands will slide back to traditional ads.


ntn”,”protected”:false},”excerpt”:”rendered”:”

Influencer marketing could get a lot more accountable if Snapchat’s PR firm wins this lawsuit. Snapchat hoped that social media stars promoting v2 of its Spectacles camera sunglasses on its biggest competitor could boost interest after it only sold 220,000 of v1 and had to take a $40 million write-off. Instead, Snap comes off looking […]n”,”protected”:false,”author”:1603003,”featured_media”:1740161,”comment_status”:”open”,”ping_status”:”closed”,”sticky”:false,”template”:””,”format”:”standard”,”meta”:”outcome”:””,”status”:””,”crunchbase_tag”:0,”amp_status”:””,”relegenceEntities”:[],”relegenceSubjects”:[],”categories”:[449557068,449557102,11160,449557086,449223024,329026,3457,17396],”tags”:[154471,42653521,110854,449553840,80687524,449553843],”crunchbase_tag”:[198446751],”tc_stories_tax”:[],”tc_event”:[],”jetpack_featured_media_url”:”https://techcrunch.com/wp-content/uploads/2018/10/Luka-Sabbat1.png”,”shortlink”:”https://tcrn.ch/2P1Z6p5″,”rapidData”:”pt”:””,”pct”:””,”featured”:false,”subtitle”:””,”fundingRound”:false,”seoTitle”:””,”seoDescription”:””,”tc_cb_mapping”:[“slug”:”instagram”,”cb_name”:”Instagram”,”cb_slug”:”instagram-organization”,”cb_link”:”https://crunchbase.com/organization/instagram”,”slug”:”snap”,”cb_name”:”Snap”,”cb_slug”:”snapchat-organization”,”cb_link”:”https://crunchbase.com/organization/snapchat”],”associatedEvent”:null,”event”:null,”authors”:[1603003],”hideFeaturedImage”:false,”relatedArticles”:[],”_links”:”self”:[“href”:”https://techcrunch.com/wp-json/wp/v2/posts/1740083″],”collection”:[“href”:”https://techcrunch.com/wp-json/wp/v2/posts”],”about”:[“href”:”https://techcrunch.com/wp-json/wp/v2/types/post”],”version-history”:[“count”:8,”href”:”https://techcrunch.com/wp-json/wp/v2/posts/1740083/revisions”],”predecessor-version”:[“id”:1740256,”href”:”https://techcrunch.com/wp-json/wp/v2/posts/1740083/revisions/1740256″],”authors”:[“embeddable”:true,”href”:”https://techcrunch.com/wp-json/tc/v1/users/1603003″],”replies”:[“embeddable”:true,”count”:3,”href”:”https://techcrunch.com/wp-json/wp/v2/comments?post=1740083&order=asc&tc_hierarchical=flat”],”https://techcrunch.com/edit”:[“href”:”https://techcrunch.com/wp-admin/post.php?post=1740083&action=edit”],”author”:[“embeddable”:true,”href”:”https://techcrunch.com/wp-json/tc/v1/users/1603003″],”wp:featuredmedia”:[“embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/media/1740161″],”wp:attachment”:[“href”:”https://techcrunch.com/wp-json/wp/v2/media?parent=1740083″],”wp:term”:[“taxonomy”:”category”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/categories?post=1740083″,”taxonomy”:”post_tag”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/tags?post=1740083″,”taxonomy”:”_tc_cb_tag_taxonomy”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/crunchbase_tag?post=1740083″,”taxonomy”:”tc_stories_tax”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/tc_stories_tax?post=1740083″,”taxonomy”:”tc_event”,”embeddable”:true,”href”:”https://techcrunch.com/wp-json/wp/v2/tc_event?post=1740083″],”curies”:[“name”:”wp”,”href”:”https://api.w.org/rel”,”templated”:true],”_embedded”:{“authors”:[“id”:1603003,”name”:”Josh Constine”,”url”:””,”description”:””,”link”:”https://techcrunch.com/author/josh-constine/”,”slug”:”josh-constine”,”avatar_urls”:”24″:”https://secure.gravatar.com/avatar/fd3b857e7f0024396cdbd36c4c102a5d?s=24&d=identicon&r=g”,”48″:”https://secure.gravatar.com/avatar/fd3b857e7f0024396cdbd36c4c102a5d?s=48&d=identicon&r=g”,”96″:”https://secure.gravatar.com/avatar/fd3b857e7f0024396cdbd36c4c102a5d?s=96&d=identicon&r=g”,”links”:”homepage”:”http://www.JoshConstine.com”,”facebook”:”http://www.facebook.com/JoshConstine”,”twitter”:”https://twitter.com/joshconstine”,”linkedin”:”https://www.linkedin.com/in/joshconstine/”,”crunchbase”:”https://www.crunchbase.com/person/josh-constine”,”position”:”Editor-At-Large”,”cbDescription”:”

Josh Constine is a technology journalist who specializes in deep analysis of social products. He is currently an Editor-At-Large for TechCrunch and is available for speaking engagements.nn

Previously, Constine was the Lead Writer of Inside Facebook through its acquisition by WebMediaBrands, covering everything about the social network.nn

Constine graduated from Stanford University in 2009 with a Master’s degree in Cybersociology, examining the influence of technology on social interaction. He researched the impact of privacy controls on the socialization of children, meme popularity cycles, and what influences the click through rate of links posted to Twitter.nn

Constine also received a Bachelor of Arts degree with honors from Stanford University in 2007, with a concentration in Social Psychology & Interpersonal Processes.nn

Josh Constine is an experienced public speaker, and has moderated over 120 on-stage interviews in 15 countries with leaders including Facebook CEO Mark Zuckerberg, whistleblower Edward Snowden (via on-stage video conference), and U.S. Senator Cory Booker. He is available to moderate panels and fireside chats, deliver keynotes, and judge hackathon and pitch competitions.nn

Constine has been quoted by The Wall Street Journal, CNN Money, The Atlantic, BBC World Magazine, Slate, and more, plus has been featured on television on Good Morning, America, The Today Show, China Central Television, and Fox News. Constine is ranked as the #1 most cited tech journalist on prestigious news aggregator Techmeme.nn

[Disclosures: Josh Constine temporarily advised a college friend’s social location-sharing startup codenamed ‘Signal’ that was based in San Francisco before dissolving in 2015. This advising role was cleared with AOL and TechCrunch’s editors and has concluded. Constine’s fiancu00e9e Andee Gardiner co-founded startup accelerator Founders Embassy. Constine’s cousin Darren Lachtman is the founder of influencer advertising startup Niche that was acquired by Twitter, and he’s since left and founded teen content studio Brat. Constine does not write about Founders Embassy or Brat. Constine has personal acquaintances stemming from college housing circa 2007 with founders at Skybox Imaging (now Terra Bella), Hustle, Snapchat, and Robinhood, but does not maintain close social ties with them nor does that influence his writing. Constine occasionally does paid speaking engagements at conferences, but only those funded by companies he does not cover. Constine owns a small position in Ethereum and Bitcoin cryptocurrencies, does not day-trade, and discloses his positions directly in articles where appropriate. Constine does not do consulting, angel investing, or public stock trading beyond public stock invesments by his parents’ estate that he has no role in managing or advising.]”,”cbAvatar”:”https://crunchbase-production-res.cloudinary.com/image/upload/v1415412437/xje35licfau9iewxnf44.png”,”twitter”:”joshconstine”,”_links”:”self”:[“href”:”https://techcrunch.com/wp-json/tc/v1/users/1603003″],”collection”:[“href”:”https://techcrunch.com/wp-json/tc/v1/users”]],”replies”:[[“id”:638518,”parent”:0,”author”:0,”author_name”:”Christopher Dittmer”,”author_url”:””,”date”:”2018-10-31T15:30:06″,”content”:”rendered”:”

this article is riddled with typos and errors…what’s going on here TC?n

“Influcencer” ?
n“comissioned” ?
n“to buy its an influencer” ?n”,”link”:”https://techcrunch.com/2018/10/31/influencer-marketing-lawsuit/#comment-638518″,”type”:”comment”,”author_avatar_urls”:”24″:”https://secure.gravatar.com/avatar/1dfba52355316848e79187d718e62bca?s=24&d=identicon&r=g”,”48″:”https://secure.gravatar.com/avatar/1dfba52355316848e79187d718e62bca?s=48&d=identicon&r=g”,”96″:”https://secure.gravatar.com/avatar/1dfba52355316848e79187d718e62bca?s=96&d=identicon&r=g”,”techcrunch”:”avatar”:”https://ct.yimg.com/cy/1768/39361574426_98028a_64sq.jpg”,”company”:”Affirm”,”title”:”Senior Account Executive”,”user”:”2FRPK4I54CJ2T5AS2LLQR2JYTI”,”_links”:”self”:[“href”:”https://techcrunch.com/wp-json/wp/v2/comments/638518″],”collection”:[“href”:”https://techcrunch.com/wp-json/wp/v2/comments”],”up”:[“embeddable”:true,”post_type”:”post”,”href”:”https://techcrunch.com/wp-json/wp/v2/posts/1740083″],”id”:638530,”parent”:0,”author”:0,”author_name”:”Max McByte”,”author_url”:””,”date”:”2018-10-31T19:12:20″,”content”:”rendered”:”

*** MASA ***
nVOTE DEMOCRAT
nMAKE AMERICA S. H. I. T. T. Y AGAIN!n

MORE TRIBALISM, MORE TYPHUS, MURDER MORE JEWS, SHOOT GOP CONGRESSMEN, ANTIFA GOONS BEATING PEOPLE, ILLEGAL ALIEN INVADERS, HOMELESSNESS, DISHONEST MEDIA, CENSORING VOICES AND GUILTY TILL PROVEN INNOCENT IS NOT ENOUGH!n

MASA!!!n”,”link”:”https://techcrunch.com/2018/10/31/influencer-marketing-lawsuit/#comment-638530″,”type”:”comment”,”author_avatar_urls”:”24″:”https://secure.gravatar.com/avatar/ed3c95b59967c585ad5471ccaa95f3b5?s=24&d=identicon&r=g”,”48″:”https://secure.gravatar.com/avatar/ed3c95b59967c585ad5471ccaa95f3b5?s=48&d=identicon&r=g”,”96″:”https://secure.gravatar.com/avatar/ed3c95b59967c585ad5471ccaa95f3b5?s=96&d=identicon&r=g”,”techcrunch”:”avatar”:”https://ct.yimg.com/cy/1768/39361574426_98028a_64sq.jpg”,”company”:”(no company found)”,”title”:”(no title found)”,”user”:”W7WQFCTDEGKSKT4SW66ME5C5VU”,”_links”:”self”:[“href”:”https://techcrunch.com/wp-json/wp/v2/comments/638530″],”collection”:[“href”:”https://techcrunch.com/wp-json/wp/v2/comments”],”up”:[“embeddable”:true,”post_type”:”post”,”href”:”https://techcrunch.com/wp-json/wp/v2/posts/1740083″],”id”:638533,”parent”:0,”author”:0,”author_name”:”Sean Godsell”,”author_url”:””,”date”:”2018-10-31T20:34:02″,”content”:”rendered”:”

The version 2 of these snapchat glasses is pretty much the same as the version 1. Only the specifications are slightly better on version 2. What does snapchat expect? Are people going to flock towards them now. I definitely know that is not going to happen.n

There is a great expression that sums up these new snapchat glasses.n

“Same crap different day.”n”,”link”:”https://techcrunch.com/2018/10/31/influencer-marketing-lawsuit/#comment-638533″,”type”:”comment”,”author_avatar_urls”:”24″:”https://secure.gravatar.com/avatar/f0b484d474bc089e9a233f85c88ece21?s=24&d=identicon&r=g”,”48″:”https://secure.gravatar.com/avatar/f0b484d474bc089e9a233f85c88ece21?s=48&d=identicon&r=g”,”96″:”https://secure.gravatar.com/avatar/f0b484d474bc089e9a233f85c88ece21?s=96&d=identicon&r=g”,”techcrunch”:”avatar”:”https://ct.yimg.com/cy/1768/39361574426_98028a_64sq.jpg”,”company”:”(no company found)”,”title”:”(no title found)”,”user”:”2DDXUQRCGUDDP2BU7I4BQIOWKY”,”_links”:”self”:[“href”:”https://techcrunch.com/wp-json/wp/v2/comments/638533″],”collection”:[“href”:”https://techcrunch.com/wp-json/wp/v2/comments”],”up”:[“embeddable”:true,”post_type”:”post”,”href”:”https://techcrunch.com/wp-json/wp/v2/posts/1740083″]]],”author”:[“id”:1603003,”name”:”Josh Constine”,”url”:””,”description”:””,”link”:”https://techcrunch.com/author/josh-constine/”,”slug”:”josh-constine”,”avatar_urls”:”24″:”https://secure.gravatar.com/avatar/fd3b857e7f0024396cdbd36c4c102a5d?s=24&d=identicon&r=g”,”48″:”https://secure.gravatar.com/avatar/fd3b857e7f0024396cdbd36c4c102a5d?s=48&d=identicon&r=g”,”96″:”https://secure.gravatar.com/avatar/fd3b857e7f0024396cdbd36c4c102a5d?s=96&d=identicon&r=g”,”links”:”homepage”:”http://www.JoshConstine.com”,”facebook”:”http://www.facebook.com/JoshConstine”,”twitter”:”https://twitter.com/joshconstine”,”linkedin”:”https://www.linkedin.com/in/joshconstine/”,”crunchbase”:”https://www.crunchbase.com/person/josh-constine”,”position”:”Editor-At-Large”,”cbDescription”:”

Josh Constine is a technology journalist who specializes in deep analysis of social products. He is currently an Editor-At-Large for TechCrunch and is available for speaking engagements.nn

Previously, Constine was the Lead Writer of Inside Facebook through its acquisition by WebMediaBrands, covering everything about the social network.nn

Constine graduated from Stanford University in 2009 with a Master’s degree in Cybersociology, examining the influence of technology on social interaction. He researched the impact of privacy controls on the socialization of children, meme popularity cycles, and what influences the click through rate of links posted to Twitter.nn

Constine also received a Bachelor of Arts degree with honors from Stanford University in 2007, with a concentration in Social Psychology & Interpersonal Processes.nn

Josh Constine is an experienced public speaker, and has moderated over 120 on-stage interviews in 15 countries with leaders including Facebook CEO Mark Zuckerberg, whistleblower Edward Snowden (via on-stage video conference), and U.S. Senator Cory Booker. He is available to moderate panels and fireside chats, deliver keynotes, and judge hackathon and pitch competitions.nn

Constine has been quoted by The Wall Street Journal, CNN Money, The Atlantic, BBC World Magazine, Slate, and more, plus has been featured on television on Good Morning, America, The Today Show, China Central Television, and Fox News. Constine is ranked as the #1 most cited tech journalist on prestigious news aggregator Techmeme.nn

[Disclosures: Josh Constine temporarily advised a college friend’s social location-sharing startup codenamed ‘Signal’ that was based in San Francisco before dissolving in 2015. This advising role was cleared with AOL and TechCrunch’s editors and has concluded. Constine’s fiancu00e9e Andee Gardiner co-founded startup accelerator Founders Embassy. Constine’s cousin Darren Lachtman is the founder of influencer advertising startup Niche that was acquired by Twitter, and he’s since left and founded teen content studio Brat. Constine does not write about Founders Embassy or Brat. Constine has personal acquaintances stemming from college housing circa 2007 with founders at Skybox Imaging (now Terra Bella), Hustle, Snapchat, and Robinhood, but does not maintain close social ties with them nor does that influence his writing. Constine occasionally does paid speaking engagements at conferences, but only those funded by companies he does not cover. Constine owns a small position in Ethereum and Bitcoin cryptocurrencies, does not day-trade, and discloses his positions directly in articles where appropriate. 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