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Hack To Start
Episode 158

Kelly Nyland

Head of Marketing for @Spectacles by @Snap, just for @Snapchat.

Listen to this episode on iTunes, Stitcher, & Google Music

Kelly Nyland is the Director of Marketing for Spectacles - a pair of video-recording sunglasses created by Snap Inc. the parent company of the massively popular disappearing photo app, Snapchat. While this is the first hardware product from Snap Inc., Kelly’s personal history into architecting massive marketing campaigns for innovative & emerging consumer hardware products goes way back. Kelly worked with Parrot as well as Sphero, helping the latter company go global through a partnership with Apple; putting them in their stores in more than 70 countries in less than 14 months. Kelly was also involved in the launch of the Star Wars: The Force Awakens’ BB8 product. So if you’re a hardware aficionado, love marketing campaigns, or are just curious about how startups conceive, launch, and scale hardware products - get ready, cause Kelly is going to share insights into all this and more!

Main Objectives For This Episode

  • Learn more about how Kelly got into hardware and startups
  • Learn more about how Kelly helped create a partnership with Apple that took Sphero into 70+ countries in less than 14 months
  • Learn more about what it was like working on the Spectacles launch campaign
  • And more!

Episode Overview

Kelly Nyland is the Director of Marketing for Spectacles - a pair of video-recording sunglasses created by Snap Inc. the parent company of the massively popular disappearing photo app, Snapchat.

While this is the first hardware product from Snap Inc., Kelly’s personal history into architecting massive marketing campaigns for innovative & emerging consumer hardware products goes way back.

Kelly worked with Parrot as well as Sphero, helping the latter company go global through a partnership with Apple; putting them in their stores in more than 70 countries in less than 14 months. Kelly was also involved in the launch of the Star Wars: The Force Awakens’ BB8 product.

So if you’re a hardware aficionado, love marketing campaigns, or are just curious about how startups conceive, launch, and scale hardware products - get ready, cause Kelly is going to share insights into all this and more!


Some Of The Questions We Ask

3:05
Where are you from and what did you study?

3:32
So how did your passion for marketing and technology develop from vocal performance and music?

5:12
So you ended up joining Parrot in 2004. Can you tell us a bit more about Parrott and how you created the opportunity to join the team there?

11:29
You then later joined another awesome hardware company - Sphero. Can you tell us more about Sphero and how you created the opportunity to join the team there?

14:42
How did you approach Apple and manage the partnership that took Sphero into 7-70+ countries in 15 months. Can you tell us more about how you approach these types of growth initiatives?

16:42
So can you tell us a bit more about Snap and what it was like joining the team there?

19:37
What’s it been like working with a startup like Snap to build and market their very first hardware product?

21:57
Spectacles had an incredible rollout - capturing a lot of attention through the appearing/disappearing Snapbot “vending” machines, pop-up store locations and social awareness campaigns for all this. So how did the idea for the campaign come about?

27:19
So on the topic of creating memories, what have been some of the coolest experiences you’ve had a chance to be a part of with the launch of Spectacles?

30:13
You’ve share some awesome stories and insights for other marketers and entrepreneurs, but do you have any final thoughts or advice to leave us with?


Here are some of the most important links and resources mentioned throughout the show.

Twitter Handles & Websites

Kelly Nyland on Twitter
Spectacles on Twitter
Spectacles on the web
Snap Inc on Twitter
Snap Inc on the web
Tyler Copeland on Twitter
Franco Varriano on Twitter

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