Snapchat sues Instagram influencer for not promoting Snapchat Spectacles
How Millennial can you get?
Snapchat is suing Instagram “influencer” and actor Luka Sabbat for US $90,000 in damages and compensation after Sabbat failed to uphold a contract promising to promote version 2 of Snapchat’s Spectacles (remember those?).
Sabbat was chosen to promote Spectacles by Snap Inc.’s public relations firm. According to his contract, Sabbat had the daunting task of creating a single Instagram feed post, three Instagram Stories, and be photographed at the fashion weeks in both Paris and Milan while wearing Snapchat’s Spectacles. He was also supposed to include Instagram’s “swipe-up-to-buy” links on those posts in hopes of getting some sales from his followers. Lastly, Sabbat needed to get the posts pre-approved with the PR team and send them analytics metrics on the posts.
Somehow, Sabbat failed to uphold this contract. He only made one Stories post and the single Feed post while neglecting to do anything else. Snapchat’s PR group promptly filed suit against Sabbat, hoping to reclaim the $45,000 advance they had paid and $45,000 in damages. If Sabbat had upheld his end of the contract, he would have made another $15,000 on top of the $45,000 Snapchat paid him up front. The suit is ongoing.