Snapchat's Marketing for Spectacles Is Clever - TheStreet

NEW YORK (TheStreet) -- Messaging app Snapchat has released video-recording sunglasses called Spectacles in select cities this month, through vending machines, for $130. 

The Spectacles machines have popped up around Los Angeles, at the Rose Bowl in Pasadena, California, in Tulsa, Oklahoma, the Grand Canyon and New York City. 

Partner at Lightspeed Venture Partners and early Snapchat investor Jeremy Liew joined CNBC's "Squawk Alley" Wednesday morning to show off the piece of hardware and talk about its marketing. 

Despite the limited release, the vending machines in select cities have been a "very popular" and "egalitarian" way to roll the glasses out, he said. 

Snapchat's strategy seems to be to only sell a limited number of glasses as a way to get demand "pumped up," noted CNBC's Jon Fortt on the show. 

Demand for the glasses seems to be based on people wanting them because the supply is so limited, CNBC's Kayla Tausche said in response. "How long do you think people will actually be using Spectacles as a way to actually record hands-free video and share stories to their Snapchat followers?" she asked Liew. 

The sunglasses have been enjoyable for him, Liew answered. The device has actually helped him be "more in the moment" because instead of having to hold a phone up between him and what he wants to record, he's able to just tap the button on the Spectacles and have them do the work. In this way, there isn't anything "inter-mediating between me and my experience." 

Snapchat's parent company Snap is preparing for an IPO as early as late March and could be valued at $25 billion.