You know that company Snap Inc., formerly known as Snapchat? Well its campaign to launch Snap Spectacles is pure PR genius, and the textbooks will tell the tale time and time again.

The beauty of scarcity and gamification is what made the launch of Snap Spectacles so sweet. With Snap Bots popping up with 24-hour notice in innocuous places, peeps were clamoring and racing and competing to sweep up multiples to keep, sell and laud over others unable to get in on the fun.

In this episode of The Heart of Marketing, John Gregory Olson and Jayme Soulati weave the stories as told in the Wall Street Journal and also showcase the campaign elements that make this strategy such a success.

There is so much fun in this strategy, and the timing couldn't be better as Snap Inc. readies for IPO. Take a listen and get in on some of the cleverness that should have the marketing team sweeping the PR Anvil Awards.

Oh, and if you grab a pair of the specs and have a story to share, please be sure you fill us in on your experience; we'd love to know!