Influencer sued for not promoting Snap’s Spectacles enough

Luka Sabbat is being sued for not adequately promoting Snap's Spectacles.
Luka Sabbat is being sued for not adequately promoting Snap’s Spectacles.

Image: Edward Berthelot/Getty Images

For us mere follower-less mortals, making money as a social media influencer seems dead easy.

Like for Grown-ish actor Luka Sabbat, who was paid by Snapchat’s public relations agency PR Consulting (PRC) to promote Spectacles with posts on Instagram. 

But now he’s being sued for allegedly not doing his job.

According to a complaint filed in the New York Supreme Court on Tuesday, Sabbat was paid $45,000 upfront in an influencer marketing deal worth $60,000 for four unique posts.

Sabbat, who has 1.4 million Instagram followers, was to deliver one Instagram feed post, and three Instagram stories of him at New York, Milan or Paris fashion weeks. One of these posts would include a provided swipe up link to Snap’s Spectacles, smart sunglasses that can record short videos for Snapchat.

Part of the deal also meant Sabbat had to be photographed wearing Spectacles while out in public during Milan or Paris Fashion Week.

He was also required to send Instagram posts to PRC for approval before publishing them, and submit analytics to the firm within 24 hours of posting.

In the end, Sabbat is alleged to have only made one Instagram feed post and one story post, failed to submit posts for approval, and didn’t provide analytics within the 24-hour timeframe.

Sabbat is also accused of not being photographed at least once wearing Spectacles in Milan or Paris. Quelle horreur.

“Based upon the foregoing, PRC declared Sabbat in breach of the Agreement and demanded that Sabbat return the $45,000 that PRC paid him,” the complaint reads.

PRC alleges that Sabbat was aware that he failed to fulfill his obligations, but didn’t return the funds to the company. It wants the $45,000 paid to Sabbat back, plus another $45,000 in damages. 

Snap Inc. confirmed it contracted PRC for marketing support, but did not pursue the complaint against Sabbat.

Snap’s second effort at high-tech glasses, Spectacles 2, launched in April. Sabbat has been contacted for comment.

UPDATE: Nov. 1, 2018, 1:42 p.m. AEDT Added Snap Inc. response.

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